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Anything goes in Soho

West end drinks, owned by Alex Robson and Howard Raymond, asked us to create a new Gin brand inspired by the eclectic and hedonistic values of Soho, London.

We set out to capture the spirit of the area, uncovering Soho’s rich and varied history from fashion hub, to fox hunting ground of Henry VIII to map the new brand.

The winning concept, showcasing ‘anything goes’ in Soho, honed in on the obscure detail hidden amongst everyday life, whilst demonstrating the flamboyance and excess that exudes from the London hot spot.

To embody the quirks of the area and its culture throughout history, we created The King of Soho character, helping to encapsulate the true ‘Spirit of Soho’ and bring this new Gin brand to life on shelf.

Capturing the spirit of Soho