Desgin Gin started from a simple, yet endearing, idea — what if a misspelled liquor brand merged the liquor industry with inspiring-like effects. Emboding the history of the alcohol from writers to illustrators and beyond, the brand could personify the innovation it influenced.

The Modern Spirit was born.

We tried to capture both the legacy of the alcohol and also the drive of innovation the creative industry expresses. With a nod to classic typography with Avant Garde to a malleable design system that can incorporate any artist they work with. It was created to be the backbone of stimulating nights.

For our campaigns, we worked with fellow creatives and friends we admired to craft beautiful artwork. Desgin featured dozens of artists, using their platform to elevate members of the creative industry.

The Gin From Within Campaign was the most iconic from the series. In collaboration with Sunday Afternoon’s typographer Juan Carlos Pagan and photographer Josh Dickinson, we created a breathtaking series of in-camera typographic distortions through our bare bottle. Each piece features a word that has “gin” within it, representing the ambition, inspiration, creativity, and drive of the modern spirit.

Cocktails needed to be a star feature on the brands communications. It is the lifeblood of nightlife and a creative expression for the bartenders who serve them.

While photography was a big part of the visual identity, the brand needed a deeper connection to the history. Creative Juices was an online catalog of cocktail recipes that housed the history of the drinks along with modern takes. It was treated as a drink museum with rotating partners coming in an lending their recipes to the collection.