Award winning gin brand

Winner of the International Wine & Spirits Competition 2018 (Silver Medal for Design and Media, and Silver Outstanding Medal for the gin itself), this quintessentially English libation, with its distinctive essence and unrivalled provenance, Horse Guards London Dry Gin is a historic brand brought back to life for a modern, discerning and global audience.
OB Brand Consulting is the award winning agency behind the gin. We created the entirely new brand, product and packaging from the ground up.

Horse Guards London Dry Gin has one key objective: to be the best London Dry Gin on the market.

The challenge was to create a distinct, engaging and premium brand, to match its flavour and botanicals, in an ever-more crowded space.

OB Brand Consulting were commissioned to not only create a stand-out brand for a compelling product, but were also tasked with managing the entire product delivery: brand strategy and story, brand expression and positioning, wet and dry packaging design and production, as well as implementing digital and experiential campaigns from launch and promotion to seasonal strategies.

NOTE – see the OB built website here (the client’s current live website is not our design or build – we no longer manage the account)


We immersed ourselves in the heritage of the Horse Guards and built the story and brand around the regiment’s amazing history and stories of its many heroes.

With close ties we formed with the Household Cavalry Museum, we uncovered 300 hundred years of history about the Horse Guards, their colourful characters, famous alumni and their unquenchable thirst for adventure; fitting perfectly with the brand’s pitch to appeal to an adventurous Millennial audience, as well as a discerning export market – grounded in history and pomp – a very British brand.

Horse Guards brand is an expression of a story of historic derring-do and Royal protection, but positioned for a modern audience, where pure adventure and thrill seeking is second nature.


Horse Guards London Dry Gin is a bold, confident and quintessentially British brand that exudes simplicity and class.

We’re proud to be part of this great, illustrious brand. It’s a testament to our passion, precision and professionalism.

And it is our immersive approach to all our work, which has resulted in forming a strong relationship with the Household Cavalry Museum – home to Household Cavalry Regiment of The Life Guards and The Blues & Royals, located at the heart of Horse Guards, Whitehall, London.

“OB are proud to announce that our brand and bottle design for Horse Guards London Dry Gin has won Silver at the International Wine and Spirit Competition Design and Media Awards 2018, alongside an Outstanding Award for the gin itself. Our challenge was to design distinctive yet modern, wet and dry packaging that is still grounded in history and reflects as a truly British brand. We are delighted for our clients at Horse Guards and our entire OB team. Thank you to the IWSC for acknowledging Horse Guards London Dry Gin bottle design for this award.”

Julian Atkins – Director, OB Consulting