Big Gin

A spirit that pairs well with others.

Three bottles of Big Gin on a gold tray against a white textured wall. The bottles have black caps and colorful labels in orange, blue, and green.

COMPETITIVE ANALYSIS & RESEARCH
BRAND POSITIONING
BRAND IDENTITY DEVELOPMENT
BRAND VOICE & MESSAGING
CAMPAIGN DEVELOPMENT
SOCIAL ACTIVATION

Facing a need to refresh their brand and expand their reach, Big Gin came to us with a hunch. They suspected that most gin brands, themselves included, unintentionally overlooked a significant portion of their potential audience: women. To dig into this theory, we launched a regional survey aimed at serious ginners and the gin-curious so we could understand their attraction—or resistance—to drinking gin. It turned out that Big Gin was right; not only did a majority of women feel excluded, but a significant number of younger cocktail drinkers also felt alienated when it came to gin.

Street scene with two large windows with flower boxes, three blue benches, and a poster of a gin bottle on a white wall.

Refreshing the Big Gin brand

Armed with this insight, we embarked on a brand refresh that tossed out exclusivity in favor of pure, lighthearted enjoyment. Our new tagline, "Gin as you wish," captured this essence perfectly. Its whimsy became the cornerstone of the refreshed packaging and store displays for Big Gin's London Dry, Bourbon Barreled, and Peat Barreled gins. For each varietal, we crafted unique copy highlighting its taste profile, further personalizing the experience.

A bottle of Big GIN, a glass with grapefruit and ice, a bunch of purple flowers, a copper cocktail shaker, a copper jigger, and a copper bar spoon arranged on a gray cloth on a light gray surface.
Instagram post with a quote about Juniper and meeting Peat, featuring an illustration of a drink with lemon, lime, ice, and a flower in a glass, with accompanying text and icons.
A bottle of Big Gin with a glass of gin and tonic garnished with lime and rosemary on a white marble surface with a blue background.
Instagram post featuring an illustration of nine different botanical drawings surrounding the text "NINE BOTANICALS GOT TOGETHER. NOW THEY RUN SEATTLE. POURS WELL WITH OTHERS."

Unveiling Big Gin’s new identity.

We didn't stop at the bottle redesign. We also crafted a multi-layered launch campaign to bring Big Gin's refresh to life. Posters, sell sheets, brochures, and social media content bloomed with hand-drawn botanical illustrations, echoing the meticulous care poured into each batch.

This multi-layered approach wasn't just about packaging; it celebrated the spirit's depth of flavor and versatility. Just like the gin itself, the refresh was meticulously crafted, yet versatile enough to invite new audiences to explore the world of gin and redefine who gets to tell its story. Because after all, it's not just gin—it's gin, as you wish.

Made possible by the team at Owen Jones.

COPYWRITER
Alyson Burke

INTERN COPYWRITER
Grace Grim

CREATIVE DIRECTOR
Rusty Grim

ART DIRECTOR
Rachel Avallone

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