The Hanging Man - Probably the most exciting London Dry Gin
The challenge
Gin is in vogue. Worldwide, almost 6,000 gins vie for the favor of their consumers - around 1,000 of them in German-speaking countries alone. As a result of the trend, which has continued for years, young gin brands will be confronted in 2019 with a highly oversaturated market and products that can hardly be differentiated. We would like to face this conflict: How do you manage to stand out among thousands of products, generate enthusiasm, and ultimately build lasting brand loyalty?
The concept
Instead of superficial design and cost-intensive omnipresence, we focused on cross-media world-building with a pull effect: A classic London Dry Gin meets the thrill of a suspenseful crime novel. An immersive experience that already underlines the aesthetics of the myth in the authentic design and creates space for semantic border crossings.
The solution
From the design of the bottle, which is a subtle homage to Genever, the grandfather of gin, to the cardboard packaging, which symbolizes the scene of the crime, to the protagonists of the story, whose characteristics are reflected in the ingredients: Everything is related to each other.
Gin is in vogue. Worldwide, almost 6,000 gins vie for the favor of their consumers - around 1,000 of them in German-speaking countries alone. As a result of the trend, which has continued for years, young gin brands will be confronted in 2019 with a highly oversaturated market and products that can hardly be differentiated. We would like to face this conflict: How do you manage to stand out among thousands of products, generate enthusiasm, and ultimately build lasting brand loyalty?
The concept
Instead of superficial design and cost-intensive omnipresence, we focused on cross-media world-building with a pull effect: A classic London Dry Gin meets the thrill of a suspenseful crime novel. An immersive experience that already underlines the aesthetics of the myth in the authentic design and creates space for semantic border crossings.
The solution
From the design of the bottle, which is a subtle homage to Genever, the grandfather of gin, to the cardboard packaging, which symbolizes the scene of the crime, to the protagonists of the story, whose characteristics are reflected in the ingredients: Everything is related to each other.
