3rd October 2013

King Of Soho Gin Launches

The King of Soho is a new spirits brand, owned by West End Drinks Ltd. Based in central London, West End Drinks is a new premium drinks company co-founded by Howard Raymond & Alex Robson. Howard is the son of Paul Raymond, the original ‘King Of Soho’, renowned for his multiple entertainment venues in the area, including the Raymond Revue Bar.

The King of Soho is a premium gin that will extend to a range of spirits eventually. It launches in central London initially, and will focus on a limited selection of exclusive bars.

Tim Holmes, Associate Creative Director talks us through the design process and challenges involved in bringing this new brand to life...






The winning route below aimed to encapsulate Soho and its anything goes attitude, with a detailed ‘Spirit of Soho’ character embodying different elements of the area and its culture through history.


Each element of The King of Soho harks back to Soho’s rich history. The velvet suited man, reflects the hedonistic fashion of the area, while the fox’s tail symbolises Soho’s place as a royal hunting ground of Henry VIII. The fox’s more recent urban reputation as a creature of the night also embodies the smart, naughty, urban and somewhat secretive nature of Soho. The trumpet harks back to Soho’s rich jazz history and the fact that the character is reading a book is a tribute to Soho’s long association with creative industries such as publishing and media.


The brand mark encapsulates all the elements of the character and can act as a stand alone device on and off pack. The emblem creates a shorthand for everything the character represents.




Tim Holmes, Associate Creative Director, says “The design gives a clear, detailed and intriguing summary of all that has been and is still great about the Soho area and with it Paul Raymond’s legacy”.

“Gin, particularly London gin, is extremely popular at the moment and it was essential that we created a design that not only captured the true spirit of both Paul and Soho, but also one which has real shelf stand-out”.

“We believe the character creates intrigue and encourages the you to explore the design and discover the hidden details. “ Paul Raymond was the King of Soho and we believe we have a design that truly reflects this.”


King Of Soho is available to buy online at http://www.kingofsohodrinks.com/buy/ and at selected retailers around London. Follow them on twitter @TheKingofSoho to find out more details.

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