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Ten Green Bottles


Conran Studio were asked to add a dash of design to Britain’s favourite gin, Gordon’s.

In a nod to the British rhyme Ten Green Bottles, we created ten patterns that emphasised the craft of gin-making. The patterns were inspired by Sir Terence Conran’s 1960s textile designs, now in the Victoria & Albert Museum’s permanent collection; each cleverly incorporating a number from 1-10.

The patterns were printed onto 7.5 miles of cotton fabric, and used to label a limited run of one million bottles. Additionally, a premium edition of 200 bottles in hand-stitched fabric sleeves were sold exclusively in Selfridges. Each came with a cotton label signed by Sir Terence Conran, and a A3 print of the pattern.

Creating ten designs had practical off-trade benefits: shops gave Gordon’s greater shelf space to show off the range, and consumers rushed to collect all ten designs. The results were so impressive that Ten Green Bottles won a Diageo Marketing Brilliance Award.