Repositioning a heritage gin brand through multi-sensory experiences and collaborative design
From 2022 to 2024, we worked closely with Tanqueray Japan across all major creative outputs — from printed assets and in-store displays to packaging, brand partnerships, and experiential campaigns. While Tanqueray holds strong global recognition, it faced challenges in Japan: rising interest in local craft gin, and no dedicated social media channel to reach consumers directly.
To help the brand reconnect with younger, style-conscious drinkers, we reimagined its expression in Japan through refined, sensory-led design. This included Tanqueray Oasis, a multi-sensory activation inviting visitors to explore the gin through sound, scent, and taste. We also launched a seasonal collaboration with premium soda maker Aarke, positioning Tanqueray as a natural fit for elevated home cocktail moments.
The campaign refreshed Tanqueray’s presence in Japan, expanding its relevance to a younger demographic and opening new brand touchpoints through design, retail, and lifestyle-led collaborations.