All We Need Is Now

Award-winning creative agency, The Elephant Room, is launching a new brand identity for The Botanist gin, as a modern, super premium brand designed to appeal to a global audience and to tap into a growing desire to celebrate the moment and intentional living.

The resulting work moves the brand beyond its provenance story and includes a new visual brand identity, brand platform and through the line global campaign, launching at the start of April. It follows a 5-way pitch at the beginning of last year.

The brand design system was inspired by the wild beauty of Islay, the Scottish isle and home of The Botanist. The new colour palette was designed to capture the shifting energy of nature and the changing seasonal light of Islay, inspired by a combination of Hebridean sunsets, selected botanicals and Islay’s biodiversity (with a little nod to parent distillery Bruichladdich). A key visual component of the new brand identity is the custom font, The Botanist Infra, designed to visually reinforce the brand’s premium quality, stature and heritage.

The brand platform, All We Need Is Now, is designed to appeal to modern, global gin drinkers, inviting them to enjoy the ‘Now’. Featuring a series of moments from relaxed at-home drinking to higher energy social occasions, the campaign invites gin drinkers to look beyond big celebrations and planned events and instead to enjoy the moment they’re in - whether an intimate dinner with friends or an unexpected night out.

"This rebranding is more than a visual refresh; it's a fundamental shift in perspective,” said Dan Saxby, Managing Director at The Elephant Room.

“We're tapping into a powerful desire among modern luxury audiences for intentional living and genuine connection, a move away from overconsumption towards a sense of 'enoughness.'

We're encouraging Botanist drinkers to curate their lives with purpose, savouring authentic moments and appreciating the world around them. "Our 'All We Need Is Now' platform is an invitation to elevate everyday experiences and celebrate a more intentional way of living.

Photographers Charlie McKay and Rob Lawson were brought on-board to shoot the campaign, creating a distinctive style for the brand. Creative credits include Executive Creative Director Nina Taylor and Art Director Khutina Griffiths.

Gareth Brown, Global Marketing Director of The Botanist gin said: “This repositioning marks an exciting new chapter for The Botanist as we look to capture the attention of a global audience. We're not just refreshing our look; we're evolving to meet the desires of modern luxury consumers who seek authentic moments and are intentional how they live. By tapping into the 'All We Need Is Now' mindset, we aim to elevate The Botanist experience and solidify our position as a leading super-premium gin worldwide."