West end drinks, owned by Alex Robson and Howard Raymond, asked us to create a new Gin brand inspired by the eclectic and hedonistic values of Soho, London.
Howard is the son of Paul Raymond, the original ‘King of Soho’ renowned for his multiple entertainment venues in the area, including the Raymond Revue Bar. We set out to capture the spirit of the area from his father’s perspective whilst uncovering Soho’s rich and varied history from fashion hub, to fox hunting ground of Henry VIII.
We created three territory boards to help map the new brand, with the winning concept showcasing that ‘anything goes’ in Soho. This honed in on the obscure detail hidden amongst everyday life whilst demonstrating the flamboyance and excess that exudes from this London hot spot.
To embody the quirks of the area and its culture throughout history, we created The King of Soho character, helping to encapsulate the true ‘Spirit of Soho’ and bring this new Gin brand to life on shelf.