Irish Distillers’ Cork Dry Gin is Irelands No. 1 gin. Cork Dry Gin is furthermore an iconic Irish brand with a strong legacy, long tradition and established credibility. The brand is currently sold in Ireland and in Irish Travel Retail.
Pond Design was commissioned to rejuvenate the design of Cork Dry Gin iconic bottle without losing brand recognition and familiarity. The goal was to modernize the design and reclaim the brand’s role as category leader on the domestic market, through appealing to current consumers and attracting new ones. There was a need to strengthen Irish Provenance, create a strong emotional message and strengthen shelf visibility on-, and off-trade.
Irish consumers love gin and the category is booming. In regards to Cork Dry gin, consumers were telling us that the brand, although an Irish classic, was dated and old-fashioned. As many new brands were introduced on the Irish market, Cork Dry Gin wasn’t telling its story clearly enough to be heard through the clutter. However, as a much-loved brand, consumers were open to embrace it again. They wanted to know more about Cork Dry Gin, feel a renewed pride in its Irish-ness, provenance and the connection to the city of Cork.
