Delving into the brand's history, we discovered that Booth's has a fascinating story, which we relished uncovering. Revered by gin enthusiasts, including King William IV and fondly known as ‘The King of Gins’, Booth's has witnessed and reveled in both the rise of Victorian Gin Palaces and the glory of the Golden Age of Cocktails. In fact, during the 1930s Booth's had been favoured by the influential head barmen at London's famed hotels, The Savoy and The Dorchester. It was both this era's distinctive bottle and the heavily etched glass seen in the Victorian Gin Palaces of London that inspired our design.

To revive the authentic craft of the original bottle, we collaborated with an ornamental glass artist. Having hand-illustrated and etched our entire design into glass, we translated this work into a design that could be screen-printed directly onto bottles using gold inks and foiling.

Each detail of the ornate, heavily crafted bottle reveals a part of Booth's story, from the gilded oak leaf scroll filigree, to the carved oak stopper, which is shaped like the seal from the original barrels. Elements of our design can be referenced through the historic archives, such as the resurrected 1930s hexagonal bottle, and the decorative letter ‘H’ in the Booth's wordmark - a charming quirk of personality from the art deco bottle that we chose to save. The passant red lion has also been regally recast to become a proud symbol of the brand’s reputation, referencing its origins in the Red Lion Street distillery.

Booth's has now been reborn. From a golden jewel of the opulent early Victorian industrial age to the gin of choice in the most desirable hotel bars during the flamboyant Art Deco era, Booth's is now a stylish, complex and deeply authentic brand resurrected for today.

By re-crafting historic references for the new bottle design we’ve been able to bring back the unique charm and character of the Booth's brand. Ornamental, original and obsessive about detail, the new bottle embodies craft and creativity at its glorious best.