2013 - Ongoing
Brand strategy
Brand creation
Identity design
Imagery production
Florine van Rees
Koers von Cremer

Dutch Courage, Indonesian Spirit.

Real stories The Bobby’s Dry Gin brand was developed in close collaboration with the founders. The brand's heart and soul stem from the dream of two grandsons to teleport their grandfathers’ original jenever recipe into a modern gin.

Real stories

The Bobby’s Dry Gin brand was developed in close collaboration with the founders. The brand’s heart and soul stem from the dream of two grandsons to teleport their grandfathers’ original jenever recipe into a modern gin.

A distinctive bottle

Our first mission 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.

Take on the big boys, one drink at a time

Bobby’s has, in its five years of existence, 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. In January 2019 we shaped a challenging new three-year strategy.

I have worked with Contaínr Affaìrs 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

From Holy Spirit to free spirit

We recognized that Dutch Courage Indonesian Spirit has brought Bobby’s far. However, somewhere along the road the potential of the —Spirit— was forgotten. The brand is stuffed with interesting stories, we opened up a new language which enables to activate new codes and celebrating rituals. Centered around the word Spirit, the brand is able to communicatie the bare fundamentals as well as complete freestyling.

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. While distributors and brands from all over the world come together at this world stage, Bobby’s Gin hosts an annual family dinner where distributors, bartenders, brand ambassadors and others they consider family, are invited to enjoy music, food, people and of course drinks. These dinners and events alike are the glue that keep the family together and make it grow big and strong.

A partner to make your mission reality.


We are Containr Affairs, an office for strategy and branding. 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.


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

For further inquiries feel free to contact us at

Contaínr Affaìrs
Goudsesingel 208
3011 KD Rotterdam
The Netherlands
+31 10 42 54 997