London-based lettering artist Rachel Joy has joined forces with Beefeater Gin to create a show stopping installation of 3D lettering outside of King’s Cross St. Pancras. The artwork, which depicts the word ‘London’ and is done in the style of the brand’s limited edition bottle design, aims to encourage exploration beyond the traditional landmarks that can better capture ‘The Spirit of London’. As part of the campaign launch, Beefeater has also collaborated with some London bars to offer customers complimentary G&T’s when they say the code “Beefeater x Rachel Joy”.
