Introduction

BOMBAY
SAPPHIRE
HAS
ALWAYS Beautiful, elegant, premium and
obviously blue. Behaviour more akin

HAD A a perfume brand than an alcohol.

But for all our strength, this aesthetic

STRONG has tended to hide our values rather
than champion them. We exist to stir
AESTHETIC creativity so we should champion
that in our aesthetic, showing more
of our human/emotional side than
we have to date.
Facets
The new brand world for Bombay Sapphire
has been directly inspired by the facets of
the sapphire in the logo.

The angles in the way it has been cut,

the manor in how it reflects light and the
variation in colour tones are very interesting.
Senses
 BOMBAY
SAPPHIRE Bombay Sapphire usually
plays in the more visual arena,

IS A however a cocktail made

with Bombay Sapphire is much

SENSORIAL more of a sensorial experience.

Where possible we should play

EXPERIENCE up to this.

We should be sophisticated,
yet playful with our imagery
and by adding the human
touch or something within the
frame that can provoke the
senses, such as dry ice and
bubbles would be interesting.

The clever use of light can

also bring a cocktail to life.

Being tactile would also be

good. Special matt inserted
printed pages within magazines
where the stock has a textural
feel would scream a premium
creative approach.
Soul
 THE
HUMAN Humanity is at the heart of
all communications and

TOUCH experiences going forward

within the Stir Creativity route.

The human touch is important.

The mixing of the ultimate

cocktail to be enjoyed by
someone, the creation of a
piece of art by an artist or an
experience to be enjoyed by
the general public all touches
the human spirit.

Creativity and self-expression

play a huge part in what
Bombay Sapphire do too.

Humanity doesn’t mean we

have to feature someone
sipping a cocktail in a print
execution. It could simply be
a form of human expression
or something within the frame
that has had the human touch.
Stir Creativity
CREATIVELY
INSPIRING If we are championing creativity
we should make sure it is a thread
that is a constant through all
pieces of communication.

If we create a cocktail with

Bombay, let’s make it look and feel
creatively inspiring. If the starting
point for a drink is creative in itself
we are already on the right path.

If we a photographing a simple
cocktail such as a G&T, then lets
add some flourishes to make it feel
different. This is where we will need
to be more creative with the styling
based on our agreed principles.
The background, the set design
and the way it is constructed can
be played with. Even adding some
wit could be interesting.

We should create work that is so

interesting that people would want
to Instagram and share.
Tone of Voice
WHAT DOES IT MEAN TO “STIR CREATIVITY?”

IT MEANS WE NEED TO LEAD THE WAY

DON’T JUST SAY, BUT DO

WE SHOULD BE RUTHLESSLY CREATIVE IN WHAT WE SAY

AND RELENTLESSLY INVENTIVE IN THE WAY WE SAY IT

WE NEED TO BE CONFIDENT. FULL OF PERSONALITY

DISRUPTIVE. INSPIRING

WITTY, SHARP AND EFFERVESCENT

OUR ELEGANT PROSE SHOULD BE PITHY AND POINTED

THE WORDS SHOULD LEAP FROM THE PAGE

WE’RE CONTEMPORARY AND COMPELLING

YET CLEAR, CONCISE, RELEVANT, AND RELATABLE

INCLUSIVE WITH ADDED INTELLIGENCE

PREMIUM WITHOUT BEING PRETENTIOUS

BEING CREATIVE, WE MUST BREAK ALL THE RULES

BUT THESE

AVOID SELF-INDULGENCE

BE NEITHER WORDY, NOT WORTHY

AND ABOVE ALL ELSE, HAVE FUN

Brands with confidence.
Colour & Texture
EMBRACING
BLUE Blue is a strong colour when it
comes to distinctive memory
structure for Bombay Sapphire.

One we should embrace.

However a plain blue wash of

colour doesn’t add the warmth
or personality to Bombay. It’s cold
and somewhat unapproachable.

We want to be welcoming.

It would be interesting to play

with the blue and treat it almost
like a stage or textural backdrop.

We could have a blue texture or

wooden panelling, abstract shapes
or even a projection behind it.
All will fall into our blue world and
albeit different in style, they would
feel from the same family, especially
with a Stir Creativity lock up.
 BLUE
AS A As briefly mentioned, another interesting way to go
which still fits with the above is to treat the image

STAGE almost like a stage. We would create a blue world

with depth. We could have blue plinths, layered
backdrops or even create a narrative that the
product sits into. The way the light and dark falls
creates a wonderful setting, one that feels premium
and still inviting.

But too much blue wouldn’t be right on it’s own.

There are many tricks up our sleeve based on the

creative treatment. Tone, wit, humanity, creativity
and obviously other colours too will all add warmth.

We want to play around with these so we create

something distinctive, exciting and fresh for
Bombay Sapphire.

But one that is flexible enough to stretch across

different activations within the Stir Creativity platform.

We would treat other objects or people that may

need photographing in the same way.

For example a particular artist would be shot against

a blue backdrop or interact with something blue that
links to whatever particular idea we are supporting.
KEEPING IT
PREMIUM We are moving away from the super glossy, over-
stylised world sometimes associated with perfume
advertising. Nevertheless, Bombay Sapphire is a
premium brand and we therefore we still need to
retain the quality elements it’s still associated with.

We will carefully select our photographers who

specialise in giving subjects a high-end look and
utilise the best of their techniques.

We will bring out the gloss and sheen of the bottle,

glasses and the liquids. Using clever lighting, to make
the reflections and refractions pop and pick out
natural textures, such as in the ice, fruit, or botanicals.

We will ensure the subjects appear premium and

maximise standout by juxtaposing them against matt
background colours and flatter textures.

There will be air of real confidence in all the work

produced and use intelligent wit, in the imagery
rather than frivolity.
If shooting a portrait of someone they would
be shot against a blue backdrop or would
interact with something blue that links to
whatever particular idea we are supporting.
We would choose predominant blue colours based on
brand guidelines and Pantone references so the main
blue used fits within a pre-agreed spectrum.

Pale Blue Mid Blue Dark Blue

Colour Pop
COLOUR
WILL
The over use of blue can be cold
and can also make the distinctive

PLAY
glass of the Bombay Sapphire
bottle less impactful.

A BIG
The use of other colours within the
frame will add warmth. There may
PARTbe certain props we use to add a
sophisticated, playful wit.
Product
PRODUCT
IS HERO Whatever the creative execution it is
important that the product looks premium,
distinctive and obviously appetising.

Cocktail:

The lighting on the product should hero the

liquid and its garnishes. It would be great to
get a sense of the energy in the liquid if it is
tonic based or really pop out the fruit in a
more contemporary cocktail.

The glassware we choose should not only

feel right for the correct serve but should
also be there to enhance the cocktail.

The cocktail should be distinct and really

pop out from the background.

It should never feel cold but welcoming.

The Bottle:

We should treat the bottle in a similar way.

In the absence of a cocktail we should

make sure the bottle has some simple props
that elevates its stature yet keeps it human.
Examples of how light can enhance the look of a cocktail and hero its contents. (NB: These images are NOT examples of the visual execution)
Stir Creativity Lock Up
CREATIVITY
THROUGH As we are about creative expression
it would be interesting to sign off

AND each piece of communication

with Stir Creativity written in the

THROUGH creator’s handwriting.

We will have one hero version that

may be Ivano Tonutti’s (the Master
of Botanicals), but the rest would be
signed by the artist (in their particular
style) whose work features. This mimics
real life and lends weight to the
creative process.

It could even be a photographer that

has taken a particular shot or even a
mixologist. Each signature would of
course be legible.

This should filter through the whole

business. Tactile business cards where
each employee writes Stir Creativity
in their own handwriting, that is then
printed on each of their cards.

Ivano Tonutti’s signature could even

be etched onto the Bombay Sapphire
bottle or box.
Stir C r e a t i v i t y S t i r Crea t ivit y Stir Creativity
r e a t
SSttiirr CCreativityi v i t y Crea t ivi
SSttiirr Creativityt y Stir Creativity
Stir Creativity

Stir Creativity
Stir Creativity S tir Creativity
Stir Creativity
Stir Creativity
Stir Creativity Stir Creativity
Stir Creativity
Stir Creativity

Stir�Creativity a
Stir Cre tivity t i v i t y Stir Creativity
t i r �C r e a
SStir�Creativity t i v i t y S t i r C r e a
a t i v i t y Stir Creativity
Stir Cre Stir Creativity
Supplied lock-up for packaging
These are examples how a particular Stir Creativity signature would sit on an image. (NB: These images are NOT examples of the visual execution.)

G&T WITH A
SLICE OF
IMAGINATION

THE
GIDDY
HEIGHTS
MARTINI RE-IMAGINED
BY THE SHARD ARCHITECT
RENZO PIANO
Headline Font
 FONT
A
DISTINCTIVE We should look at alternatives to the
Sapphire Regular font that is currently
being used.

It may have some flourishes but is still

feels too corporate in this new dawn.

Although it is distinctive, the thinner

parts of the font make it hard to read.

The ligatures on some of the letters

works pretty well, especially with Stir
Creativity being the new brand idea.
They are mini stirs in themselves, but to
flag that some markets find them hard
to read.

We should look to find an existing font

that fits neatly with the Stir Creativity
platform, yet still feels modern and
premium. Ligatures aren’t necessary.

We need a new font that doesn’t

place Bombay Sapphire into the past.
g
Initial exploration of fonts.

Just Add Imagination JUST ADD IMAGINATION

Argö

Just Add Imagination JUST ADD IMAGINATION

Elephant

Just Add Imagination JUST ADD IMAGINATION

ITC Clearface

Just Add Imagination JUST ADD IMAGINATION

Inkredible

Just Add Imagination JUST ADD IMAGINATION

Sharp Sans No.1
The Photography Brief
 THE
CREATIVE The final image must air on the side of masculinity.
Not surreal.

CANVAS Let’s create a suite of work that heroes Bombay Sapphire

and gin based cocktails in a distinct and creative way.
If we are about championing a creative canvas then let’s
not create two pieces of work that are the same, ever.

We would brief six or more photographers, set designers

and or artists to each create a piece of stunning work that
answers the brief of Stir Creativity. Each would come up
with an idea that is unique to them and Bombay Sapphire.

Each piece may be creatively unique but when seen as

a suite of work they are obviously from the same family.
We imagine they would all be photographed as opposed
to being painted.

We would set our pre-agreed guardrails to ensure

consistency, for example:
• Appetising and great looking product shot.
• B lue as the backdrop / stage (and the spectrum of blues).
• Consider where the headline may go.
• Bombay Sapphire / Stir Creativity lock up.
• Tone / premium / humanity / wit.
• Creativity.
• Contemporary.

We would also discuss on how we could bring the work

to life in social channels, in store window displays /
airport stands, animated gifs and cinemagraphs. We
could also apply this to boxes and bottles if applicable.
Photographers
& Image Makers
Lernert & Sander / Artists & Film Makers
Aaron Tilley / Photographer
Metz & Racine / Photographers
Initial Ideas
 Give i
your t
own
twist

Bombay Sapphire
Nasturtium and Lemon Twist
This page would be scented
with raspberry.

Bombay Sapphire
Raspberry and Rosemary Gin Sling
We would film assets for digital OOH
where we would create moving
cinemagraphs and looped footage.

For example, the Iced Tea would

pour from the teapot constantly.
The glass however wouldn’t overflow.

Bombay Sapphire
Long Island Iced Tea