Drunken Horse Gin
A spirited approach to sober design
Drunken Horse Gin is a new gin for the curious. We gave it a surreal universe full of alliterations and a sober logo with a prancing 'd'. The label took 11 layers to get right.
The story behind the work
What was the challenge?
Gin is still in high demand. Next to a few mainstream brands, the offer is very varied, so a new kid on the block has to stand out. Drunken Horse Gin tickles those who desire to explore and who look for a sip of adventure now and then. Our concept and label had to live up to that outspoken promise and win a place on the shelf as well as in the minds of the curious. The distillers believe the unknown is everywhere. They even went to look for it in the Himalayas, where they acquired exotic and rare botanicals that enrich the fragrance and essence of the elixir. For them, life is about discovery and curiosity is a permanent state of mind.
What choices did we make?
When telling a story, you don't have to make sense. Peculiar words paint pictures, too. We turned Drunken Horse Gin away from the logical narrative and descriptive visuals and evoked a unique universe, with a kindred world of fantastic yet familiar conceptions. It is surreal yet surprisingly homely. An epicurean place for escapists with a particular fascination for alliterations. The logo, on the other hand, benefits from a sober design. The lowercase initials are elegant and dynamic. The raised 'd' evokes the powerful image of a prancing steed. Down-to-earth yet uplifting.
What did we create?
We wrapped the brand promise in a layered label. Gin should thrill the taste buds and please the eye just as much, and it took 11 layers to get the label just right. For the fingerprint texture we combined a gloss and a matte varnish. The logo got an embossing. With a silver foil we brought the scratched bronze look to life. The result carries the lowercase logo with its prancing 'd' and invites the curious to go and experience the exceptional. Praise to Sofie (production) and Griet (studio)!