Denomination has created a brand and packaging identity for new distillery Wildspirit with the launch of its Bloody Merry Gin. 

Wildspirit distiller and founder James Dumay briefed a design to reflect his love for quality, while capturing the fun and enjoyment of sharing gin cocktails with friends.

Denomination used an illustrative design with hidden details about the distiller, his friends and ingredients with a sense of “bacchanalian humour”.

Denomination CEO Rowena Curlewis said that when the client initially approached the agency, he shared how he would make samples of different infusions and test them out on friends at dinner parties.

“This inspired the foundation story for the brand,” said Curlewis. “Using illustration in this way hasn’t been done in the spirits category before. Doing so gave us an opportunity to tell more of an intriguing brand story, as well as communicating important details about the gin itself.”

“It was important to capture the essence and wit of Wildspirit whilst ensuring there was enough craftsmanship to establish the brand as a premium producer. Wildspirit Bloody Merry is pushing boundaries, so the design response needed to as well.”

The agency also created the name Bloody Merry as a play on the Bloody Mary cocktail that Wildspirit is based on before it is infused with its gin, as well as representing the story of the brand.

Dumay said the reaction to Wildspirit’s first SKU has been amazing.

“Wildspirit is a new brand and Denomination guided us through every step of the process, from naming development, bottle and closure selection and supplier introductions, right through to branding and delivery,” he said.

“The agency’s vast experience in spirits, and with boutique brands, meant that the team were able to deliver a highly personalised service – hugely appreciated as a start-up distiller.”

Wildspirit Bloody Merry Gin is now available in select liquor stores around Australia.

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