—— BIG GIN
A spirit that pours well with others.
BRAND VOICE & TONE, RETAIL MESSAGING, SOCIAL MESSAGING
Facing a need to refresh their brand and expand their reach, Big Gin came to us with a hunch. They suspected that most gin brands, themselves included, unintentionally overlooked a significant portion of their potential audience: women. To dig into this theory, we launched a regional survey aimed at serious ginners and the gin-curious so we could understand their attraction—or resistance—to drinking gin. It turned out that Big Gin was right; not only did a majority of women feel excluded, but a significant number of younger cocktail drinkers also felt alienated when it came to gin.
Refreshing the Big Gin brand
Armed with this insight, we embarked on a brand refresh that tossed out exclusivity in favor of pure, lighthearted enjoyment. Our new tagline, "Gin as you wish," captured this essence perfectly. Its whimsy became the cornerstone of the refreshed packaging and store displays for Big Gin's London Dry, Bourbon Barreled, and Peat Barreled gins. For each varietal, we crafted unique copy highlighting its taste profile, further personalizing the experience.
Unveiling Big Gin’s new identity.
We didn't stop at the bottle redesign. We also crafted a multi-layered launch campaign to bring Big Gin's refresh to life. Posters, sell sheets, brochures, and social media content bloomed with hand-drawn botanical illustrations, echoing the meticulous care poured into each batch.
This multi-layered approach wasn't just about packaging; it celebrated the spirit's depth of flavor and versatility. Just like the gin itself, the refresh was meticulously crafted, yet versatile enough to invite new audiences to explore the world of gin and redefine who gets to tell its story. Because after all, it's not just gin—it's gin, as you wish.
Made possible by the talented team at Owen Jones.
COPYWRITER
Alyson Burke
INTERN COPYWRITER
Grace Grim
CREATIVE DIRECTOR
Rusty Grim
ART DIRECTOR
Rachel Avallone