Beefeater Gin Crowdsources the Design for the 2014 Beefeater 24 Limited Edition Pack in the UK

Beefeater Gin is inviting emerging illustrators from the UK to write a new chapter in the brand’s visual history by creating the next Beefeater 24 limited edition pack.

The contest in running on a micro site where one can find design guidelines for the 2013 limited edition gift box for Beefeater 24. The pack has been hand-drawn by young illustrator Johanna Basford who uses black ink to create her bespoke vignette works. For the project, the artist got inspired by the 12 fine botanicals and exotic teas that comprise Beefeater 24’s unique recipe, transforming her impressions into the complicated black-and-white pattern based on a peacock motif.

Designs for the 2014 edition are expected to be “evoking the quintessential British country life–distinguished, traditional, romanticised, relaxed yet elegant and social.” The submissions are accepted through July 7, and three finalists will be invited to meet the panel of judges that will include Johanna Basford. The overall winner will get their design featured on the 2014 limited edition pack, and will be also awarded with a cash prize of £1,000. The entries will be revealed here.

“Beefeater 24 is imbued with artisanal qualities, from the bottle design inspired by the Arts & Crafts movement to the spirit itself, which is based on a recipe that took 18 months to develop and is made from hand-selected botanicals,” said Paco Recuero, Global Brand Director of Beefeater 24. “A partnership within the arts community is therefore a natural extension for the brand.”

During the months of April, May and June, Beefeater is also running a filmmaking contest, MyLondonFilmFest, on Facebook as part of its #MyLondon marketing program. The gin brand is encouraging the UK Filmmaking community to create and submit their short films to render the essence of the brand and its contribution to the cocktail culture. The videos between 2 and 5 minutes long are to express what London means to the contestants, feature a gin-based cocktail and a bartender. Each month, the brand determines two winners (they get £2,000 each), and in July it will name the overall winner who will receive a prize of camera equipment worth around £5,000.