Edinburgh gin has unveiled bespoke new packaging for its full-strength gin range, designed to clearer communicate its premium gin credentials, improve shelf stand out and create clear differentiation between its portfolio segments.

Consumers will notice that the new graphics are bespoke to each bottle, featuring illustrations designed to capture the story behind each of the expressions, with a back label copy describing the taste in a way to transport consumers on a journey.

They will feature details such as the cobbled street pattern to represent the streets of Edinburgh, along with hand-drawn illustrations inspired by the botanicals inside each expression. The gin liqueur designs have also been revised and now feature foiled coloured border and unique capsule for each flavour.

In a new sustainability initiative for Edinburgh gin, it will also remove all secondary packaging across its core range and move to 49% recycled glass content across all formats.

Commenting on the redesign, brand director Karen Crowley commented: “Edinburgh Gin has evolved from a local treasure to an internationally recognised global brand and so it made sense to take this next step in our brand identity evolution. The new labels not only creatively reflect our vision of expertly distilled gins but are designed through the illustrations and language used on the packaging, to take drinkers on a ‘tale of wonder, told through taste’. With such a rich product portfolio, the new designs help drive consumer clarity across the portfolio segments, as well as supporting our environmental impact goals. We’re really looking forward to seeing the new design on back-bars and shelves and hearing what our consumers and customers think.”