Pimm’s is an iconic brand with a unique place as the official drink of British summertime. The challenge is – how do you keep a 193 year old icon feeling fresh each year?

Seeing the emerging trend in fruit-driven alcoholic drinks such as cider, Pimm’s developed a number of contemporary flavour variants built around classic British summer fruit combinations – such as blackberry & elderflower and strawberry & mint – to offer a fresh expression of the Pimm’s brand.

In designing these products, we wanted to capture the famous Pimm’s tone of voice in our visual language whilst creating a unique personality for each new flavour added to the family. Blackberry & Elderflower represented the more premium and ‘grown-up’ variant, whilst Strawberry with a Hint of Mint was the more populist and vibrant newcomer.