Acting as the brands’ architect we are responsible for their worldwide strategy, creative direction and branding. Bobby’s was developed in close collaboration with the founders and its heart and soul stem from the dream of two grandsons to teleport their Indonesian grandfather’s original gin recipe into a modern Dutch gin.
A distinctive bottle
We knew we had to be smarter than the big boys with ditto marketing budgets. We wanted the bottle to be a communicator on itself. Our first task was to redesign the classic ‘kruik’ bottle for the 21st century. We fashioned a completely new design made of smoked glass, screen printed with a traditional Ikat pattern and signed with the slogan ‘Dutch Courage, Indonesian Spirit’. The bottle itself had to be distinctive and iconic enough to tell its own story even in the smallest and loudest of bars.
Dutch Courage, Indonesian Spirit.
We realized that this mantra could carry and nourish everything. The slogan Dutch Courage, Indonesian Spirit is full of interesting stories and we have opened a language that allowed us to permanently activate and celebrate rituals.
The value of family
Whether it is the story of grandpa Bobby Alfons and his grandsons or the way this gin brand is conquering the world, family is driving it. This especially shows during the Bar Convent Berlin where global distributors, bartenders and others whom they consider family come together for the annual Bobby’s Gin family dinner. A night full of conversations over food and of course drinks.
Take on the big boys, one drink at a time
In its five years of existence, Bobby’s found a sweet spot in the overcrowded gin market. Now sold in more than 50 countries worldwide it remains instantly recognizable by its distinctive taste, modern look and intriguing brand story.
‘I have worked with Containr Affairs for over 15 years. Their key strength lies in the ability to translate a briefing into a practical execution with a business entrepreneurial mindset. They truly excel in design, especially packaging and are highly experienced in strategy.’
—Thom Bartelse CEO Bobby’s
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