Britain’s oldest wine and spirit merchant, and supplier to the Queen, recently turned to brand identity firm Brandhouse to create a brand story and positioning, naming, bottle design and secondary packaging for its No.3 London Dry Gin.

The bottle structure itself is based on original gin bottles shipped from Holland, and are housed in a luxurious die-cut and embossed elegant gift box. Every element of the identity is based in threes, from the trefoil in the top of a tipped-in aged-metal key, to the repeat of the logo around the foiling and the branded copy.

The Bottom Line: In the first 12 months, sales reportedly exceeded the budget of 6,700 cases by 62%, achieving a total of 10,800 cases sold. Originally offered for sale in three countries, the brand can now be found in 10 countries and has gained nationwide distribution at one of the UK’s leading premium hotels.