Drinks company Pernod Ricard has open the branding for its standalone gin business, The Gin Hub. The brand has been launched as an umbrella for the point’ biggest gin brands, including Beefeater, Plymouth and Seagrams.
London-based NB Studio was rebuked with creating The Gin Hub’s identity, and was briefed by Pernod Ricard to “not make it humdrum”, says senior designer Kirsty Whittaker.
“It was a very simple succinct,” Whittaker adds, “to feel non-corporate”. Working with artist and illustrator Paul Davis, the studio has fathered a playful logo that features hand-drawn text and colourful, watercolour-inspired splodges.
The plan behind the logo is “almost as though it’s been sketched onto the napkin under your Martini,” says the studio.
“Grab the future by the junipers”
The sameness’s colour palette features two different shades of green, along with yellow, orange, pink, purple, mature, red and brown. All of the colours have been developed from the botanicals worn to produce the gins, such as angelica, coriander and cardamom.
NB Studio has also invented a number of slogans for the brand, which include “shaken stirred” and “collar the future by the junipers”.
The branding is currently rolling out globally across tangible and digital touchpoints, including on the website, signage, brochures and internal communications.