Bombay Sapphire East
We build alcohol brands designed to transform markets.
Creative. Pioneering. Innovative.
A premium brand activation programme, display
merchandising design, print and communications
for airport duty-free Heathrow T5.
A new Bombay Sapphire East marketing and communications campaign for airport installations across the globe has arrived.
Bombay Sapphire East is vapour infused with Thai lemongrass and Vietnamese black peppercorns to produce a premium gin.
Infused with exotic Eastern flavours
We designed several prominent sensory bars and retail displays at Heathrow Terminal 5, London, to capture the attention of duty-free travellers and showcase the unique qualities of Bombay Sapphire East. Our goal was to create an immersive experience that would make travellers pause, engage with the brand, and appreciate its distinct character. This was achieved through centre-floor, wall, and column-mounted merchandising units, all designed to embody the brand’s essence while meeting specific criteria outlined in the brand toolkit.
Bacardi Global Travel Retail enlisted our branding team to tell the Bombay Sapphire East story across European airports. We collaborated closely with Bacardi's Global Corporate Communications team to align on brand assets, ensuring consistency across all activations. Regular meetings with Bacardi’s brand managers allowed us to stay updated on upcoming initiatives and maintain a cohesive brand narrative. In addition to designing the retail space, we also constructed and delivered a custom-built Tuk-Tuk to enhance the in-store experience.
A standout example was the activation at Heathrow Terminal 5 in London, which formed part of a broader global initiative by our team to implement Bombay Sapphire East brand assets in airports around the world.
Bombay Sapphire East: A Unique Infusion Bombay Sapphire East is crafted using the same recipe as Bombay Sapphire, with the addition of two exotic botanicals - Thai Lemongrass for a crisp, fresh flavour, and Vietnamese Black Peppercorns for a subtle, spicy kick. The lemongrass captures the essence of Thailand, while the aromatic peppercorns are sourced from the rich soil and tropical climate of Vietnam.
Unlike most gins, which are made by boiling botanicals in a standard pot still, Bombay Sapphire East is created through a unique vapour-infusion process. This technique infuses the botanicals with the spirit while it is still in vapour form, using specially adapted Carter head stills—of which there are only two in the world, both exclusive to Bombay Sapphire. The result is an exceptionally smooth, nuanced, and flavourful gin.
Bacardi brand managers regularly met with our innovation team to provide a heads up for the upcoming activation and to review the consistency of the Bombay Sapphire East story.
The visual theme 'EXPLORE EAST' is manifest in A NEW JOURNEY'. We went as far EAST as to design, each airport installation, purchase and deliver the Tuk-Tuk in-store.
Location - Heathrow Terminal 5, London.
