The Lakes Gin rebrand

Design: D8
Location: Netherlands
Project Type: Produced
Client: The Lakes Distillery
Photography: Susan Castillo
Marketing Director at The Lakes Distillery: Kirsty Tailor
Product Launch Location: Global
Packaging Contents: Gin
Packaging Substrate / Materials: Custom glass bottle, colour coded
Substrate: Tintoretto Gesso
Capsule: Tin, 2 colour Closure: Wooden T-top stopper, laser engraved
Printing Process: Lithography, 3 PMS spot colour, satin screen varnish, matt varnish, hot foil stamped, embossed

Redesigning The Lakes Gin for Luxury

When we repositioned and rebranded The Lakes Distillery, based in England’s Lake District National Park, one of our biggest challenges was to transform their best-selling product, its gin, in line with the new luxury brand positioning.

During our research, we found numerous quatrefoil symbols within the stonework of the state-of-the-art distillery. Symbolising Faith, Hope, Luck, and Love, we made this a key brand asset and the cornerstone of the new brand positioning, providing the compass points of its journey into inspirational luxury.

By rotating the quatrefoil around multiple origin points we create infinite unique spirals to characterize each product. This forms the label’s backdrop for a single quatrefoil containing The Lakes logotype, embellished with embossing and spot varnishing.

The distinctively slender label adorns a bespoke blue tinted glass bottle decorated with a linked quatrefoil repeat pattern and enclosed by a copper capsule featuring a varnished illustration of the distillery’s UNESCO World Heritage Site home.

Results This project supported significant product transformation and delivered commercial successes:

•  changes in recipe and flavour
•  an increase in ABV from 40-46%
•  a price increase from £29.95 – £33.

Sales of gin year-on-year post rebrand:

• Internet sales +140%
• Retail sales +134%

What’s Unique?
During our research, we found numerous quatrefoil symbols within the stonework of the state-of-the-art distillery. Symbolising Faith, Hope, Luck, and Love, we made this a key brand asset and the cornerstone of the new brand positioning, providing the compass points of its journey into inspirational luxury.