ABOUT

Our brief was to create an outer carton for the UK market that would be an exquisite gift for consumers whilst heroing the Tanqueray No.TEN bottle inside and having great shelf presence and stand out on crowded shelves in the major multiples. Ideally the design would also feature Tanqueray No.TEN's Martini signature serve. On top of this, due to restricted costs and incredibly tight timings, there was no opportunity to create a bespoke structural design, so we were required to use a standard carton format.

Tanqueray No.TEN’s bottle design forms the centre-piece of the pack’s design, with art deco inspired graphical elements from the brand’s design codes shaped into the bottle’s iconic form and then picked out in a brilliant green foil which evokes the beautiful coloured glass facets of the bottle and brings to life the dazzling 1920's style which is synonymous with the brand. These graphical elements are then extended seamlessly around the entire pack, incorporating the signature serve on the sides, ensuring that this core piece of the brand is impactfully communicated to consumers.

The beautifully ornate white metal look and feel of the pack, reminiscent of art deco architecture and product design was created by overprinting an exact tint of white over a metallic substrate, before applying a multi level embossing to the entire pack. In order to achieve the perfect finish, that was not too brash but not too recessive, various tint levels, opacities and varnishes were painstakingly tested on different metallic boards.

The metallic white finish of the pack coupled with the intricate silver illustrations reflects and diffuses ambient light giving excellent overall standout on shelf, whilst picking out the bottle's iconic silhouette in green foil gives it excellent standout within the pack itself.

Artfully decorated with intricate foiled and embossed detail, our glamorous carton design created a visual feast of sparkling detail combined with a luxurious, tactile quality in the hand that perfectly suited the brands premium positioning and strikes the perfect balance between a contemporary design aesthetic and the 1920’s glamour that is at the heart of the brand. The client was extremely pleased with the end result and the speed with which we had got to the heart of both the brief and the brand, particularly as this was our first project for Tanqueray. They were impressed with our efficiency and how we had gone from briefing to a fully finished mock-up in just 4 weeks. This meant they were able to launch the pack in time for the crucial festive period. The design was a huge success that has since seen it rolled out globally and we are now working with Tanqueray No. TEN on their full gifting strategy.

‘The pack was intended for just the UK but due to the amazing success of ButterflyCannon's design, it ended up being taken on by Portugal, Germany, Ireland, Poland and the Nordics. Crucially it meant we were able to secure secondary displays in the major multiples.’ María Orta, European Brand Manager, Diageo.