Bloom launches new packaging design

Bloom London Dry gin has been redesigned with bold new front and back labels and a new capsule design on its distinctive floral bottle. The revised wording on the label reads "BLOOM Gin is a distinctly floral gin inspired by the true beauty of nature. Handcrafted by England’s oldest gin distillers”.  Master distiller Joanne Moore is also referenced on the front label for the first time, reinforcing her influential role as the creator of Bloom Gin.

The coloured glass bottle remains exactly the same, since its launch in 2008, with embossing inspired by a wrought iron gate in Joanne’s English country garden and incorporating the date of 1761, when distilling by G&J Distillers first began in the UK county of Cheshire,

Design agency Identica worked with Quintessential Brands, owners of Bloom Gin, on the repackaging project incorporating drawings of the botanicals, including honeysuckle, pomelo and chamomile on the capsule.

The repackaging celebrates Joanne Moore’s ten years as Bloom Gin master distiller and better reflects the image of the super premium gin, strengthening the eau de nil colour and making it own-able by the brand. Joanne originally created the gin to appeal to non gin lovers with its delicate, floral taste that particularly appeals to female consumers. The brand's marketing activities focus on partnerships with British fragrance and fashion houses such as Penhaligon's and Liberty.
 
The new pack will be on shelf from mid July in major supermarkets including Waitrose, Sainsbury’s, Morrisons, Tesco and Booths and on-trade wholesalers in the UK and in over 25 markets globally from August 2016.
 
Kate Harrison, international marketing manager premium gins, says: “The new design highlights everything that makes Boom Gin so special – a light and floral gin marketed in a sophisticated and stylish way.  Bloom Gin has grown exponentially over the last two years and we are confident that this new packaging will propel the brand towards future long term growth.”

Pictured: Bloom's new bottle (left and centre) and the old design (right)

8 July 2016 - Felicity Murray The Drinks Report, editor