MERMAID GIN
2021
Spirits & Alcohol
Taste
SIMPLY OTHERWORLDLY
From Local Gem to International Treasure
Mermaid Gin is a premium spirit, crafted ‘of and from the sea’ by the Isle of Wight Distillery. To achieve its vision of becoming one of the top ten premium distillers in England, the brand needed to enchant discerning gin enthusiasts with a distinctive promise of an exclusive, luxurious experience.
To create belief in this promise, we drew inspiration from the mythos of mermaids, resulting in an ultra-premium identity and bottle, both as beautifully crafted as the spirit within.
MYTHIC INSPIRATION
Our creative strategy centred around the Mermaid Moment, which we defined as that transitional space between two worlds – day and night, chaos and calm, doubt and belief. Much like mermaids, mystical sea creatures born of both land and sea, we sought to capture a beautiful duality that was both wild and serene, reflecting the untameable spirit of the brand.
Our client partners at the Isle of Wight were both ambitious and courageous, empowering our team to craft a mesmerising story through design that elevated the everyday into something truly extraordinary.
OBJECT OF BEAUTY
Capturing both the eye and the imagination, the identity exudes beauty and allure in every detail. Gilded typography and a detailed illustration of a mermaid reinforce the brand's hyper-localised story, while the bespoke structure evokes musings of shimmering seas with the scales of a mermaid’s tail flowing seamlessly around it.
RESILIENT RADIANCE
A feat of artistry and robust technical skill, these mermaid scales presented a significant challenge in their production. We were told—twice—that creating an unbroken pattern was impossible. But instead of conceding, we pushed forward, determined not to compromise on the vision. Our persistence paid off, resulting in a stunning, flawless design that defied expectations.
EPIC SUCCESS
Since redesign, Mermaid Gin has experienced a tidal wave of success—not only in the UK, but across global markets. The bottle itself has become a coveted item, frequently repurposed and resold empty on eBay, underscoring the enduring appeal and sustainable value of its structure. This stunning design also earned Mermaid Gin a gold medal at the prestigious International Wine and Spirits Challenge, further immortalising its place as a true legend in the world of spirits.
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