Koers von Cremer
Dutch Courage, Indonesian Spirit.
The Bobby’s Dry Gin brand was developed in close collaboration with the founders. The brand’s heart and soul stem from the dream of two grandsons to teleport their grandfathers’ original jenever recipe into a modern gin.
A distinctive bottle
Our first mission was to redesign the classic ‘kruik’ bottle for the 21st century. We fashioned a completely new design made of smoked glass, screen printed with a traditional Ikat pattern and signed with the slogan ‘Dutch Courage, Indonesian Spirit’. The bottle itself had to be distinctive and iconic enough to tell its own story even in the smallest and loudest of bars.
Take on the big boys, one drink at a time
Bobby’s has, in its five years of existence, found a sweet spot in the overcrowded gin market. Now sold in more than 50 countries worldwide it remains instantly recognizable by its distinctive taste, modern look and intriguing brand story. In January 2019 we shaped a challenging new three-year strategy.
I have worked with Contaínr Affaìrs for over 15 years. Their key strength lies in the ability to translate a briefing into a practical execution with a business entrepreneurial mindset. They truly excel in design, especially packaging and are highly experienced in strategy.
Thom Bartelse — CEO
From Holy Spirit to free spirit
We recognized that Dutch Courage Indonesian Spirit has brought Bobby’s far. However, somewhere along the road the potential of the —Spirit— was forgotten. The brand is stuffed with interesting stories, we opened up a new language which enables to activate new codes and celebrating rituals. Centered around the word Spirit, the brand is able to communicatie the bare fundamentals as well as complete freestyling.
The value of family
Whether it is the story of grandpa Bobby Alfons and his grandsons or the way this gin brand is conquering the world, family is driving it. This especially shows during the Bar Convent Berlin. While distributors and brands from all over the world come together at this world stage, Bobby’s Gin hosts an annual family dinner where distributors, bartenders, brand ambassadors and others they consider family, are invited to enjoy music, food, people and of course drinks. These dinners and events alike are the glue that keep the family together and make it grow big and strong.