Gilbey’s Gin is a popular white spirit currently available in Kenya and Brazil. For a long time the brand didn’t have a real style of its own and needed to develop a visual language to help establish its unique position within the gin category. The idea was to focus on an exclusive element – the chevron ribbon, and to make it the main brand asset. Thus, the red and white ribbon formed the capital ‘G’ of Gilbey’s Gin as the main art. In future, this ribbon language can be used to shape any graphic forms.