Breaking into the gin industry
The drinks industry is one of the most complex, diverse and expansive industries in the world, and in Scotland, the industry is now worth over £6 Billion. With a new gin in Scotland popping up every week, the chance to stand out, grows ever smaller.
So how do you stand out?
When we work with any business, we strive to develop not only their brand but enhance and build upon their story with the goals and targets of the business in mind.
This has proved vitally important when developing a gin brand. With a saturated marketplace and a savvy customer base, potential consumers want to know the story behind the brand with unique ingredients and sustainability being two widely sought-after factors. From our research, we discovered that bottle shapes along with label finishes were also key in the decision-making process of the buyer.
Utilising bespoke assets including photography, in-bar and in-store marketing play a massive role alongside the brand to help shine through a busy marketplace. This is key to drive sales and push brand awareness.
The challenge when developing a gin brand is to make it both recognisable and identifiable on the shelf and yet distanced from prime competitors in the ever-expanding gin industry. With a plethora of amazing gins out there it was important that we studied the craft gin market to identify a visual gap in the market.
We wanted to create a brand that sold the Arcturus story with the first impression. We combined hand-drawn illustration techniques with beautiful typography to capture the brand message of a ‘foraged and handcrafted luxury gin’.
An initial brand workshop played a major part in understanding the values of the client and their brand. Establishing these brand values and ensuring they are communicated through the final product allows consumers to identify with your brand, building loyalty and familiarity.
Within the Arcturus logo, as mentioned above there are nods to the location and ingredients of the gin coupled with a touch of the client’s own story.
Brand continuity also proves essential when developing the digital side of the product. The brand story needs to flow equally between product and website. We achieve this by using high-quality, brand photography that highlights the USP’s of the product such as location or history guiding the user from discovery through to purchase.
In an ever-expanding drinks industry, it is important to consider where in the market you are trying to place yourself.
Premiumization is huge at the moment as brands compete to achieve luxury status. You have to highlight the premium nature of the drink you are selling but maintain the personality and relatability you are trying to portray. Attention to detail is key.
This can mean using crafted typography combined with tactile finishes that look and feel premium. On the other hand, now more than ever qualities such as sustainability and authenticity go hand in hand with the luxury perception.
This is down to the fact that old luxury ideals of bling and glam are being driven out by the force of millennials who now demand assurance that their product has a backstory that they can buy into and shows signs of being sustainable, which is now a requirement for any new brand that plans on making an impact in the market.
The Gin and Drinks industry is a fast-paced and everchanging environment that is constantly bringing up new challenges, and we can’t wait to see where our next drinks venture takes us!
Do you have ideas to set up a gin or perhaps take your current gin to the next level?