Provenance directs package design for premium gin

摘要

Wr hen the Bedford Lodge Hotel & Spa in Newmarket, Suffolk, U.K., approached Nude Brand Creation (www.nudebrandcreation.com) about developing the brand strategy, name, and packaging design for a new house-brand gin, it gave the designer unbridled freedom with the creative brief. While Bedford was looking to create a gin solely for the hotel bar, calling it The Bedford Lodge Gin, it changed course when Nude pointed out the potential for broader consumer appeal by tying the brand to the nearby Newmarket Racecourse—often referred to as the headquarters of British horseracing.