Bobby’s Dry Gin
A world of contrasts where East meets West, Tradition fuels Modernity and Dutch Courage balances Indonesian Spirit.
Intro Insight Idea Impact
East meets West

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.

2013 Brand creation - Brand strategy - Identity design - Digital design - Spatial design

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

Office for mission & vision, look & feel.


We are Containr Affairs, an office for mission & vision, look & feel. Our team of creatives think, make and build for bright entrepreneurs and marketing executives who want to take the lead and change the face of the boardroom. Whatever position your brand is currently in, we help you identify where to go next.

Acclaimed for three practice areas, we work as follows:

Compass. We start by researching cultural shifts that map out the universe your business plays in and how this affects your actions. We connect with your ambitions through conversation before (re)shaping your brand fundamentals, which will lead to clarity, underline culture and foster your ambitions.

Creation. Your brand is a sum of all parts. How it looks and feels. How it talks and sounds, and how it tastes and smells. In this phase we bring fundamentals to life and create you a proper stage performance. Our studio executes creativity without boundaries, to make sure your story is admired on paper, on screen and in-store.

Content. For brands who need to stay relevant on a daily basis, our studio offers high quality and fast production of brand journalism, imagery and graphic design across all channels.

Since 2001 we have delivered results for bars, bodegas and boutique hotels, beer, booze and beverage brands, buildings and building companies, beauty brands and bespoke perfume houses. With most of our clients we have built lasting relationships. Others even became partners in business.

Talk to us about your next move.


Brand creation · Brand transformation · Brand strategy · Brand naming · Storytelling · Identity design · Campaigning · Brand activation · Packaging · Digital design · Brand journalism · Branding · Concepting · Imagery production · Spatial design · Web development

New business

Partnership for us starts with understanding each other and having conversations. We listen to clients' needs, asking questions about their ambitions and understanding where they want to go so we can create an informed approach.
Get in touch to discover where to go next

+31 10 42 54 997

studio containr affairs

Contaínr Affaìrs


Goudsesingel 208
3011 KD Rotterdam
The Netherlands


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