2. We were initially approached by the client to
help develop and create packaging for an ambitious
start up distillery with an aim of disrupting the
North East drinks industry.
We began with a period of strategic consultation, helping Jon understand the importance
and role of brand as a business asset, identifying a target audience, developing the brand
definition and creating a brand promise (Good Honest Spirits).
With these cornerstones set and the name for the distillery already agreed, we began the
process of visual identity design.
As a physical product, we understood that the most important application of the visual
identity was to be on the product packaging and so we focused our attentions on developing
solutions that had clear transitions into label designs.
The distillery experienced rapid success with Durham Gin and continued to scale the business
with the release of sister products such as Durham Vodka and Cask Aged Gin, turning
Durham Distillery into a family of products with a clear and iconic brand identity.
We’ve had a
fantastic response
to our brand,
particularly the
label design and the
overall brand look.
Jon Chadwick
Owner
1. Project Overview
3. We started by
developing a clear
brand message -
‘Good Honest Spirits’
- that encapsulated
all they wanted to say.
From there we began
work on creating an
identity for the distillery.
Brand Definition
Brand Development
Visual identity development,
look, feel and tone of voice development.
Design Services
Physical
Packaging and labels, printed collateral,
promotional items.
Digital
Website, social media, promotional materials.
Environmental
Distillery interior and exterior signage.
Design Support
Artwork amends, print management,
social media management, website
and email hosting.
We were approached by Durham Distillery to help them develop their brand
and give them a distinct position in the crowded spirits market.
2. Project Brief Outline
n Bottle designs
(Physical)
4. 3.1 Profitable
Turnover and profit both exceeded
expectations within the first three, six, nine
and twelve months of launch.
3.2 Desirable
The brand is stocked across the UK in well
respected establishments and chains including
Cafe21, Fenwick’s, Majestic Wine, House of
Tides and luxury hotels including Seaham Hall
and Jesmond Dene House.
Durham Gin has been a huge success, exceeding all targets and expectations.
3. Proving Success
no.1Now established as
the biggest North East
based spirits brand and
no.1 best seller in many
of its local outlets
n Bottle and box
packaging (Physical)
5. 3. Proving Success
3.3 Customer Satisfaction
I was really aware when I set up the company
that we needed a distinctive brand that would
stand out. Essentially, we are selling a clear
liquid in a bottle, so I knew I needed something
colourful and attractive in order to compete
with international brands.
Jon Chadwick, Owner
Durham Distillery
3.5 Units Sold
Since the launch of the product in Feb 2014 sales have
consistently increased. From the first bottle being sold in
February to the 10,000th being sold in December 2014.
£200,000within year one of trading.
3.4 Turnover
0 to 10,000within 11 months of trading.
7. 3. Proving Success
3.6 Brand Appeal
Since the launch of Durham Gin the
brand has created much excitement
across its social media channels.
@DRHMDSTLLRY
Durham is a super gin
BlackwaterDistillery @BlackDistillery
We’ve just added
@DRHMDSTLLRY
Durham Gin to our bar.
Fabulous. Why yes,
you’re right! -
it IS time! Go on then...
St Cuthbert’s House @cuthbertshouse
Enjoying my first
ever Durham Gin and
Tonic (celebrating the
Germany win). Lovely
stuff, goes straight on
our favourites list.
@DRHMDSTLLRY
Philip Grass @phil_grass
Durham Gin
@DRHMDSTLLRY
proved very popular with
our festival goers and
after sampling it I can
see why, all other gin is
dead to me now!
3Jen W @nif78
Just found a bottle
of the elusive new
Durham Gin at Majestic.
Will report later!
Miranda T-Holmes @MirandaTHolmes
Thanks to
@DRHMDSTLLRY we
now have the Durham
Gin back in stock. Come
and try it on our tasting
counter and see what all
the fuss is about!
Majestic Wine Durham @majesticdur
8. 3. Proving Success
3.7 Recognised
Durham Gin has been featured in several
highly reputable publications and recognised
by the Great Taste Awards in 2014.
Esquire Magazine
101 Gins to Try Before You Die
Great Taste Award 2014
On top of this, our work for the
Durham Distillery brand has been
featured on;
Design industry website;
The Drum
Design industry website;
Design Week
Design industry website;
The Dieline
Design industry website;
World Packaging Design Society
