Client
MENY
Task
Design for a new premium gin brand
Private label becoming premium
Most advertising tasks begin when the product is fixed and finished and ready to go on the street. But not this one. Our customer MENY wanted to launch its very own premium gin. MENU The guild was responsible for developing the contents of the bottle, and in parallel we developed everything around it, from the name to the unique label to the special tone of voice. In short: Everything that makes a brand.
From botanicals to brand
MENY involved us early in the process of their new premium gin. So early, in fact, that it still only consisted of a list of botanicals. The brief was therefore to develop the overall brand identity.
The design process
The design process was just that. Many and very different designs were tested on various bottle types before everyone involved was satisfied.
The name is the foundation
Gin is made by infusing spirits with extracts from so-called botanicals. Juniper is the only one of these that is given. But in MENY’s gin, a little more was needed. In fact, as many as 11, plus something as exotic in a gin context as apple. Therefore, the name was also almost right: 11 & An Apple. At once concrete and poetic. And in English, because gin is now as English as afternoon tea.
HWhat does a premium gin look like?
With the name in place, the design process began. The brief was simply to create a design that matched the high quality of the content. The solution was a label that wraps around the bottle, thus giving associations to an apple that is being peeled. At the same time, two intersecting lines appear, forming a distinctive center for the logo. The label is elegantly assembled on the back of the bottle with a sticker that also contains the barcode.
The color scheme is green, both on label and bottle, which helps 11 & An Apple stand out on the shelf among the predominantly clear bottles. Finally, the name is in embossed gold letters that help emphasize the impression of quality.
And how does it sound?
11 & An Apple doesn’t taste like any other gin. That’s why it shouldn’t sound like that either. That is why we also developed a unique tone of voice – again based on the selected botanicals. One can probably best describe the tone as whimsical and self-aware. The language is English, so it matches the name.
