A product proposition bound by its location, ethos and heritage
Courtney’s, an established rural cider producer, wanted to join the gin boom by playing upon the unique properties of the Exe Valley and river.
Initially a single London Gin product was to be launched and become established before expanding into more dynamic and lavish flavours.
The proposition needed to attract those already interested in gin, those new to market, and tourists visiting the South West. The founders of Exe Gin had confidence in the product and wanted to make sure that it caught people’s attention and visually resonated with the culture and origin of the brand.
Evoking a sense of beauty, with a natural consideration
An immediate observation was that ‘fashionable’ gins from small scale distilleries and localised business were flooding the market.
This is an exceptionally crowded market with low barriers of entry. A design solution that would capture attention and encourage consumer trial was essential.
Quantock were keen to produce a premium but vibrant design proposition which appealed skilfully to both youthful and sophisticated audiences. Quantock’s design evokes a sense of natural and fluid beauty. The transparent acetate label helps bring the product to life along with a sharp element of foil printing.
Abstract influence
Quantock brought the brand to life by embracing its core routes. For example, a sense of wateriness, vitality and fun is evident through the use of a vibrant, abstract bright background. The background evokes a sense of the dreamy nature and qualities of the River Exe.
Unique print
The packaging works on many levels and is key to initial recognition and purchase. The use of foil printing provides an upfront delivery of sophistication, individuality and contemporary distinctiveness. The combination of foil blocking and a double hit of energetic colours was a printing milestone and a first for the UK.
Poetic story
The back-label execution remains clear and considered and works harmoniously with the front face appeal of the product. An original illustration was produced to represent and showcase the geography location. A delightful poem and sympathetic signature was included to support the overall attitude and tone of the brand built entirely around the River Exe.