While at Anomaly, I was part of a creative team charged with reimagining Tanqueray for a new era — a brand rooted in history, yet ready to reclaim its place at the forefront of modern luxury. The goal was simple: elevate its presence within the gin category by celebrating its heritage while giving it a fresh, contemporary edge.

Tanqueray has long stood for classic sophistication, with its iconic green bottle, red seal, and deep roots in gin craftsmanship. We saw an opportunity to honour those codes while amplifying them for a more style-conscious, culture-savvy audience.

Our approach blended timeless elegance with modern design cues. We refined the visual identity — introducing elevated typography, richer tones, and a more expressive photography style — to create a world where tradition and innovation could coexist beautifully.

The creative platform, “Let’s make this magnificant,” became our call to action. It was more than a strapline; it was a mindset. A celebration of doing things properly, but with flair. Of respecting the craft while embracing a bolder sense of storytelling and sophistication.