BRAND DEVELOPMENT. DESIGN DIRECTION. BUSINESS SYSTEM.
Brooklyn Gin is a craft spirit made in New York using 100% fresh citrus peels and hand-cracked juniper. The guys behind the scenes take three days to make 300 bottles of gin. Unlike mass-produced factory gins, they do everything by hand. The care and craftsmanship is evident in every sip. My job was to translate that approach and dedication into a brand identity system.
Brooklyn Gin already had a physical product, and a good one at that. They had a beautiful glass bottle with exceptional details and an authentic logo lockup to go with it. But they lacked the complete brand system that would transition them from a small time operation, to a full fledged brand, embodied by pride and hard work. That's where I came in.
Over the course of a few months I closely collaborated with the founders to explore a series of visual identities that could tie back to their core pillars – "Independent Craftsmanship, Fresh Ingredients, Made In New York." The collection of work that follows is a peek at the creative journey I shared with Brooklyn Gin.
MOODBOARDS & VISUAL TONALITY
Pillar 1 – Indepdendent Craftsmanship
Pillar 2 – Fresh Ingredients
Pillar 3 – Made in New York
Using the existing Brooklyn Gin bottle as a launchpad, I created a visual system and additional brand elements playing off the color palette and unique characteristics of the bottle. Five other look and feel options were designed as well, all directly paying off the core qualities of the brand. While each was unique, they each shared an aesthetic nod to detailed process, authentic craftsmanship, and pure ingredients, found in each bottle of this New York spirit.
ADDITIONAL DESIGN DIRECTIONS
During this creative engagement, multiple design directions and visual variations were explored. The options spanned the spectrum from clean and sophisticated, to distressed and hand-crafted. Each option oozed that quintessential hipness that only Brooklyn can emanate, carefully bespoke industrial chic.
MY ROLES & RESPONSIBILITIES
Creative Direction, Art Direction, Visual Design, Brand Development