The Ten Bells brand needed to create a seductive and dangerous world for its Bloody Mary product to inhabit. With undertones of violence and beauty, every aspect of this brand is linked to the grim story of Jack the Ripper. Ten Bells is the name of Jack’s preferred drinking hole, the typeface mimics Jack’s own scrawl, envelopes pay homage to Jack’s taunting letters to the police and the packaging shows Jack’s final victim, a bloody Mary Jane Kelly in the dark East London streets where she fell.