Beefeater Gin has created a limited edition bottle for 2013 called ‘My London.’ The special edition bottle continues the My London promotion, which originally saw a series of Londoners talking about their home and was used by Beefeater as a way of attracting foreign consumers to the brand.

The new Beefeater limited edition bottle, which was created by Coley Porter Bell, is a collage of images put submitted by Londers and assembled together to show an image of the Beefeater, the iconic symbol of Beefeater gin.

Over 1,000 images are used, all of which were uploaded by fans of Beefeater Gin to the website, one of many innovations launched by Beefeater Gin in the last twelve months, which continually encourages user participation – partly through its Beefeater Studio music portal.

Speaking about the design, Stuart Humm, Creative Director at Coley Porter Bell, said: “The new design uses the Beefeater visual equities but in an unexpected way. At first glance the Beefeater yeoman looks as we know him. But when you look closer the ‘pixels’ tell a rich pluralist story of London generated by Beefeater consumers.”

“This isn’t just a packaging idea, it is an engaging campaign idea which demonstrates the creativity and richness of London in a modern and relevant way.”

Consumers who purchase the bottle can scan a specially created QR code which will take them to a video showing how the design was made.

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