With its quintessential London spirit, Beefeater is an international gin brand distilled in the heart of the British capital since 1860. London’s music, fashion and lifestyle provide the brand with a strong marketing platform and codes of communication which are instantly recognisable by consumers throughout the world.

2012 was an exceptional year for Beefeater. Digital communication projects and platforms were rolled out across Europe, such as the Beefeater project in Spain, one of the gin’s key markets. Called the Big Bad London Digital Project, it combined a website, two YouTube channels, a Facebook page and a musical presence sponsored by the brand on portals such as MySpace and Spotify. The musical videos and concerts shown on the web TV sites were seen over a million times. 

EPS was commissioned to develop the identity for the YouTube channels of the Beefeater project in Spain. We started by establishing a cohesive look and feel that would create a sense of anticipation for exciting things to come, and then we prepared a set of dynamic idents with a precise mixology of ingredients —light flashes in the backgrounds, 3D elements, a warm red and black color palette, a strong, textured typography, rock music, and elegant motion graphics— to create alluring atmospheres that evoke the thrill of nightlife, live music and cocktail bars.