• Transform magazine
  • July 01, 2022


Missouri creates new brand world for Beefeater

Beefeater Top1

London-based design and creative agency, Missouri Creative, has redesigned the ‘brand world’ for Pernod Ricard- owned brand, Beefeater, to target a new generation of gin drinkers.


The original brief was to harness 200 years of distilling heritage in the heart of London, into a more relevant and modern way for the Beefeater target, the Urban Explorers. Missouri achieved this by carrying out extensive research into how the world saw London. As a result, they established a new creative platform that embodied the past and future of the brand and captured the spirit of London, ‘A city of contrasts.’

Keeping the original inspiration of ‘The London brick’ as a fundamental part of the new pack designs and merchandise, Missouri further developed the creative with new illustrations and a new typeface. This aimed to bring the different elements to life in a more dynamic way below the line. 

“Throughout the journey of re-creating the Brand World for Beefeater we have been able to creatively translate what London means in the 21st Century, whilst still showcasing the depth of the city’s heritage, allowing us to really define Beefeater as the London gin,” says Stuart Wood, co-founder of Missouri

 The new brand world has been really well received by so many of our markets and has given them the inspiration to bring the new brand direction to life, across the globe. The work Missouri have created is exciting and truly embodies our urban heritage and premium credentials, allowing us to engage with our Urban Explorer consumers,” says Murielle Dessenis, global brand director at Beefeater Gin.