The gin category is typified by complexity. Brands like Hendricks and Sipsmith have grown the category (and their own market share), by focusing on botanicals, purpose and provenance. And the rest of the gin category has rushed to follow them. Except us.

Taking onboard the work of Byron Sharp, we decided to focus on distinctiveness, over verbal or meaning differentiation. We developed a striking visual world for Gordon’s. And then used it to cleanly and simply prompt gin drinking moments.

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