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JDO Brand & Design joined forces with Shepherd Neame, the Kent based brewery, to create limited edition packaging for the brewery's flagship ale brand, Spitfire.

With a great summer of British events planned for 2012 the idea was to celebrate Glorious 2012 through the Spitfire brand also known as "The Bottle of Britain." The summer of 2012 saw the UK celebrate the Queen's Diamond Jubilee, the Olympics being held in London, Wimbledon and England taking part in the Euro 2012 football championships.

JDO wanted to engage the customer and get stand out on shelf by building on Spitfire's classic British presentation. The result is a modern evolution of the existing design on both the bottle and the outer. A union flag was introduced to the background of the front label to inject national pride, while the call to action "Keep Calm and Celebrate" sat on the neck label together with an iconic Spitfire plane.

Limited edition bottles launched in the grocery multiples and ran throughout the summer months while the events were taking place. The campaign was supported through social media and advertising and point of sale in the ontrade.