Responses by Robert Wiltshire, designer and cofounder, Wiltshire Creative.
Background: The project’s purpose was to create a visual identity for a modern gin company that stands out from the crowd. The brief aligned perfectly with the type of work we love to do: playful and confident yet sophisticated. The strategy was to move away from the oversaturated market of boutique, handmade or locally sourced ingredients. Although Sundays Gin is all these things, we decided to drop the buzzwords and focus on targeting a group of people more respondent to an actual brand association and aesthetic rather than ingredients and artisanality. The client’s motivation was to “remove the unknowns around gin and produce a lively [spirit] without all the fuss—something that’s easy to mix with whatever is in the fruit bowl.”
Design thinking: We took a slightly different approach with this project—thinking holistically, we worked backward. Rather than starting with the logo design, as branding projects often do, the process began with selecting the color palette. We wanted to use colors that would speak to the target audience. We then created multiple patterns, initially developing hundreds of variations with obvious influences such as Bauhaus, pop art and Piet Mondrian’s block paintings. These pattern concepts were then narrowed down to the three that you see used in the identity system. Each flavor of gin has its own distinguishing pattern. Such bold patterns demanded restraint in selecting the logo typeface. The custom wordmark is clean and bold, served with a generous helping of white space.
Challenges: Giving each label its own personality. We wanted the packaging to stand firm beside each other but still work together as a set. This was a balancing act, as we didn’t want one label to stand out more than the others. It’s hard not to pick favorites.
Favorite details: Simplicity and minimalism. Even though a lot is going on, we still feel that it is a simple design.
New lessons: Don’t always start with the logo.
Specific project demands: The client was quite clear in the brief and knew what they liked from the start. They had faith in our judgment every step of the way, which made this project a pleasure to work on.