Behind the Brand
The Story Behind Our Brand Identity: A Tribute to Unity, Tradition, and Connection
At the heart of our gin lies more than just fine spirits—it’s a story of unity, tradition, and the connections that bring us together. When developing our visual identity, we wanted to craft something that not only paid homage to the rich heritage of London Dry Gin but also embodied a modern, inclusive spirit. To bring this vision to life, we partnered with the talented team at Studio Juniper, who masterfully blended old-world charm with a quirky, enigmatic core.
Designer Christina from Studio Juniper describes our brand identity as “a tribute to unity and tradition, holding an old-world charm while maintaining a quirky and enigmatic core.” The clean and crisp aesthetic reflects the hyper-fresh nature of our gin’s flavour, while the design itself is personality-led rather than ingredient-led, championing inclusivity and shared experiences.
Our tagline, Connecting Spirits, perfectly encapsulates our mission: to bring people together over fine gin. “The brand embodies a commitment to unity and togetherness, inviting consumers to appreciate the heritage of London Dry Gin and the significance of sharing fine spirits. It resonates with those who value tradition and the powerful connections that bring people together,” says Christina.
Image by Dean Mackenzie, Creative Direction by Studio Leisure
A Design Inspired by History
One of the most distinctive elements of our branding is its deep-rooted connection to history. The typography and colour palette evoke a sense of British splendour—trustworthy yet playful, elegant yet bold. “The sans-serif typography used for the logotype is based on the original Gin Drinkers Line tunnels signage engravings, infusing a sense of history and authenticity,” explains Christina. To further emphasise unity and connection, the logotype features a modern reinterpretation of a coat of arms, incorporating simplified, abstract forms inspired by the tunnels themselves.
Image by Studio Juniper
The Red Line: A Symbol of Connection
At the core of our visual identity is the graceful red line that sweeps across the bottle label—a powerful representation of the bonds that unite us. But the story doesn’t end there. “The line continues on the inside of the label, forming faces from a single stroke; the line that connects is the one that matters most,” shares Christina. This unexpected detail invites exploration, revealing hidden characters and typographical elements that reflect the quirky-chic aesthetic of the brand.
A blend of tradition and modernity, elegance and surprise, our design tells a story beyond the bottle. It’s a celebration of fine gin, shared moments, and the connections that make them meaningful. We invite you to experience Connecting Spirits—because the best moments in life are the ones we share.
Studio Juniper - Brand identity, packaging & web design www.studiojuniper.com
