Created in partnership with the local Gin distillery, this is a London gin that includes botanicals that have close ties to both Scotland and the opera world.

In order to allow this unique partnership to resonate, Gin engaged Studio to develop a brand that would amalgamate the respective disciplines of mixology and musicology. The resulting product is a playable label that mirrors the Lemon's sharpness and the Cassia Bark's deep earthiness in its high and low musical tones, equivalent to the gin's soulful fourteen taste notes. As for the musical scale, it was laser-cut into the bottle label, creating a visual ident distinct from the conventional floral motifs often seen in gin branding. Touched by a sense of local pride and meticulousness, the typography was letter-pressed by the craftsmen at Print Press.

Concept

"When the concept of correlating the botanicals with a musical scale came into fruition, it introduced an expansive spectrum of innovation," elucidates John Doe, a designer at Studio. "Being capable of manifesting the gin's taste profile gave the impression that we were steering the brand into uncharted territories, and the thought that this graphical representation could revolutionize the conventional paradigm into a veritable sheet of music invigorated us."

The project's triumph hinged on a genuine teamwork among all the collaborators," he continues, "Gin enabled us to accurately arrange the botanicals from the highest to the lowest notes. The music director specifically arranged the notation to enable the label to function as a music box."

The decision to make the melody, which is instantly recognisable as the signature theme from The Genie, as successful as the other elements of the identity. This is because the song was first performed by Pipi during its first season 60 years ago. The melody itself was inspired by a Japanese music box she first heard in Italy.

"By being able to visualise the flavour profile of the gin, we felt that we were taking the brand into something new and original.

Seeing every piece of the puzzle lock into place and presenting a brand that artistically represented the essence of the product: the converging arenas of musicology and mixology, was a gratifying experience."

In the end

"The decision to choose Studio to develop our craft gin brand was an incredibly easy one for us - they have an inquisitive mind, a strong desire to push creative boundaries and a collaborative approach that was integral to the work."

The creative solution is charmingly playful and unique, and we are thrilled with the results.