The new packaging design for Tanqueray No.Ten, a premium gin brand, follows the objective of communicating the gin’s quality more effectively. Addressing bartenders in particular, a new colour was chosen for the bottle to underline the fresh character of the liquid. Standing out in contrast, a red seal features on the green bottle, where it acts as a quality guarantee. The arched bottom and the grooved contour of the new bottle further emphasise the expressive appearance and are reminiscent of citrus fruit. The redesign delivers a bold statement, a sense of theatre, with a glamorous design inspired by the heyday of the gin cocktail, the 1920s.