CASE STUDY
The gin category is full of brands that look like gin brands. That's not a compliment.
Client
LOBO Cider & Spirits
Category
Spirits
Region
Adelaide Hills,
South Australia
Deliverables
Visual identity
Packaging design
LOBO had proven its spirits credibility with the successful launch of Apple Brandy. Gin was the next step, and the category was crowded.
Copying familiar gin cues to fit in quickly would have undermined the brand's distinctiveness and made future portfolio extensions harder, not easier.
PROBLEM
The brief was to enter gin with confidence, while building a structure the whole spirits portfolio could grow within.
DECISION
Each product in the LOBO spirits range carries its own character and narrative. ‘Djinn’ Gin is built around quince grown in the orchard, expressed through the LOBO Djinn story. The structure remained consistent with clear product roles, coherent range logic, no trend-chasing.
OUTCOME
Distributor conversations improved immediately. The spirits range secured uptake into chain retail and new on-premise accounts. Year-on-year sales growth followed. The packaging has remained unchanged since 2018.
AWARDS
Communication Arts Design Annual (USA), Winner, 2018
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