Bombay Sapphire
We build alcohol brands designed to transform markets.
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Creating unique brand imagery and merchandising
system display for Sydney Airport duty-free. Part of
a global brand activation programme by Bacardi.
The potential of "convenience and gifting" channels in International Airports have made their mark.
Many premium gin brands have embraced these developments to unlock an opportunity as 'brand-savvy' customers look for provenance, authenticity, heritage and quality.
It all began in the year 1761
For spirits brands eager to thrive in the evolving drinks industry, engaging more deeply with customers is crucial, as premiumization is driving both value and growth.
The potential of convenience and 'gifting' channels is already evident. Premium gin brands, with their complex botanical blends, are capitalizing on trends such as 'ready to drink' options, the cocktail market, and new consumer experimentation as buyers become more discerning about brands.
Today's customers are increasingly seeking provenance, authenticity, heritage, and quality, reflecting a shift towards less seasonal consumption patterns.
What We Did for Bombay Sapphire
Our brand team designed striking, sensory displays to captivate air travellers, ensuring they would pause, absorb information about Bombay Sapphire, and appreciate its uniqueness. The design needed to embody the brand’s essence while meeting specific criteria.
The Solution: With this brief in mind, our team created a bespoke merchandising unit featuring a highly impactful, unconventional design to maximize in-store visibility. The display was inspired by the Vapour Infusion process, aiming to engage travellers and highlight why Bombay Sapphire stands out.
The gondola’s shape reflects the movement of spirit vapour during infusion. A central ‘turntable’ copper basket, set within a circular illuminated cut-out, showcases 10 botanical glass decanters engraved with botanical drawings. Each decanter contains a distillate infused with one of the 10 botanical ingredients, allowing customers to open and smell each unique aroma. This unit is a scaled-down version of the perforated copper basket used in the Vapour Infusion process.
The display features innovative, eye-catching design elements, including a state-of-the-art computer-controlled lighting system. The top edge of the central ‘S’ shaped feature wall has continuous scrolling LED lighting for movement, while the curved wall has a blue finish with backlit perforations that simulate the infusion process. The other side displays pictures of the botanical ingredients with a blue decal finish.
Additionally, the gondola includes a touch screen monitor with a copper-finished end panel, showcasing a video of the Bombay Sapphire master mixologist preparing the signature Bombay Sapphire Collins cocktail.
The unit is designed to accommodate expected foot traffic and meets the technical specifications required by the duty-free operator.
Bacardi Global Travel Retail enlisted our brand team to help create, design and implement a unique sensory merchandising display for Bombay Sapphire.
The results of our collaboration with Bombay Sapphire can be seen in the unique merchandising display at Sydney airport.
Location - Sydney, Australia.
