Context The mission of Save The Queen – a premium gin – is to help the bees (and the future of our planet). Together with a team of passionate beekeepers, they've crafted an assortment of spirits with a hint of real Belgian honey. In return for the bees’ golden nectar, each bottle contributes to protecting and sustaining bee populations.

Concept For this extraordinary gin, we were looking for an atypical design to set them apart in the world of spirits. Repositioning their mission as the main focus, the new branding unites man & bee, spirit & honey, distillery & hive. This duality is further enhanced by mixing elegance with playfulness, a bright color palette and a positive-activist tone of voice.

Result Superset worked on a full rebranding for Save The Queen, from brand strategy to packaging.

Art Direction The illustrations by artist Charlotte Trounce capture the loose, playfulness of the bee in flight.

Production While developing the applications, eco-friendly materials were a priority, avoiding plastics and unnecessary waste wherever possible. A set of reusable display modules that can live a second life as beehives were designed in close collaboration with Save The Queen's founder Olivier Roels.

Tone of voice A system of short taglines translate the values of the brand in a positive, light-hearted matter.