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Patriotic packaging improves shelf appeal

The Bottle of Britain

Celebrating momentous occasions

The Olympic Games, the Diamond Jubilee, Wimbledon fortnight and England’s participation in footie’s European Championship: 2012 was a great British summer when it came to pomp, circumstance and sporting achievement.


  • Client: Shepherd Neame
  • Year: 2012
  • Location: UK
  • Categories: 2D, Brand Identity, Innovation, Production, Design for Manufacture

To celebrate these momentous occasions Shepherd Neame, the Kent-based brewery, wanted to create limited edition packaging for the brewery’s flagship ale brand, Spitfire. With its hints of marmalade, red grapes, pepper and a smidgen of spice and raspberry, Spitfire has long been a favourite with the discerning ale drinker.

We wanted the new design to engage the customer and get stand out on shelves by building on Spitfire’s classic British presentation.

The result is a modern evolution of the existing design on both bottle and outer carton. We introduced a Union Flag to the background to inject a hint of national pride, while the call to "Keep Calm and Celebrate” sits on the neck label together with the iconic silhouette of a Spitfire.

Limited edition bottles were sold in the lead up to the the Golden Jubilee and London Olympics and were a huge hit throughout the summer months, to such an extent that the special edition design was retained to become the new face of the Spitfire brand.

With this fantastic new design, JDO has enabled us to celebrate a truly great British Ale alongside a year of great British Events.
Mark Miller, marketing manager, Shepherd Neame

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