Plymouth Gin is a premium quality gin, made in Plymouth since 1793. The brand was the favourite of Winston Churchill and rumoured as the inspiration for the martini - but it now faces stiff competition. Pernod Ricard felt that the rich story of Plymouth Gin was not being communicated effectively by the art deco styling. The company enlisted Design Bridge to create a new pack that would reassert the brand’s heritage. The design solution addressed both 2D and 3D, using historical touches found at the distillery archives, copper detailing and distinctive crafted typography. Launched in autumn 2011, the new packaging has helped Plymouth Gin to attain its rightful position as a brand of quality and exceed global sales expectations by 62%. The recommended retail price has increased by 50% to reflect the brand’s premium status, and distribution has increased to cover five new markets.