Coley Porter Bell highlights flavour composition in Tesco Finest new gin, The Melodist

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By Sam Stone, creative director at Coley Porter Bell

Stone: consumers are interested in craft and a story

Once disparaged as ‘mothers ruin’, the gin category has undergone a dramatic transformation so spectacular it has been dubbed the ‘ginaissance’. With creative flavours like rhubarb, watermelon, and blood orange to navigate; the choice of no or low alcohol versions and now even an eco-option, gin lovers are spoilt for choice.

In an increasingly saturated market, it is hard for new brands to standout. Harder still, is creating a credible gin within a well-known supermarket brand.  But that’s exactly what we did introducing The Melodist, Tesco Finest Gin.

Our challenge was reinvigorating the Finest spirits category with a credible product following the explosion of the gin market. We know that consumers are interested in craft and a story and that Finest gin calls for the finer details, so the composition of the product was something we were keen to showcase.

With a balanced London Dry style, the distiller’s intention for this gin was to amplify the qualities of the 12 botanical ingredients that make the gin, and create a blend where each flavour has a key part to play in the overall composition and yet mixes in harmony.

We played with the idea of compositions and composers which led us to choosing a name that reflected the gin’s unique harmony: The Melodist – inspired by composers who achieve the same balance and harmony in music, by understanding the role of each instrument in an orchestra.

We built on this idea through the bottle design, creating an illustration of the ensemble of musical instruments, such as gleaming brass horns which surround the lustrous wood of a fine cello, the botanical notes including juniper, Angelica, green tea and lemongrass effervesce from the mouth of the French horn.

Playful design suggests artistry

We wanted to keep the design playful while ensuring the finer detail suggests craft and artistry – the master distiller’s signature at the end further adds credibility of both external expertise and the partnership.

With World Gin Day just round the corner, up-and-coming gin brands would do well to remember the positive impact a strong design can have in communicating a brand’s intention. By digging into the finer details behind the gin, we revealed the craft of the product, told its story and could provide a credible, own brand entry into the gin market.

Now, more than ever, brands must engender loyalty in their customers and storytelling through design is an incredibly powerful tool. The trick comes when from a very ordinary story, you convey something extraordinary.