BrandOpus has designed a new identity for the Craft Gin Club, a subscription service that sends its members a large, specialist bottle of gin once a month.
The Craft Gin Club was founded in 2015, and works in a similar way to snack-box subscriptions such as Graze, sending its members a bottle of gin, alongside tonics, mixers, food snacks and its club magazine, priced at £40 per month.
The new brand identity is centred around the “curiosity” and surprise that members experience when receiving their box, says Ellen Munro, creative director at BrandOpus.
It features a core colour palette of green, navy blue and yellow, alongside a series of abstract, graphic shapes which aim to represent gin garnishes such as limes and mint, and a core script typeface set in italics.
The logo features the brand name set in three different typefaces, against a background of abstract circular, square and triangular shapes. A slightly faded, screen-printed effect has been used across much of the communications.
The new look aims to be “bold and vibrant”, says Munro, and makes the packaging – the monthly box – the focus of the new identity.
She adds that the “intentionally abstract shapes” aim to demonstrate the curious and elusive nature of the brand, while also doubling up to become gin garnishes and speech marks, which are used to represent the “personality” of the club.
“[The box] is a curated surprise, always with a new unexpected gin alongside other items, so we wanted the identity to evoke this feeling,” Munro says.
The project took roughly three months to complete. The new branding has now rolled out across all touch-points, including the subscription box and packaging, the monthly magazine Ginned!, marketing and print materials, a television advert, the website and social media.