Gordon’s Label Redesign

The task for this Packaging exercise was to redesign a product only by changing the label. I've always thought the packaging for wine and Alcohol was exceptionally well done in most cases. Gordon's Gin, apart from being my favorite gin, has beautifully designed bottles integrating a lot of classic, sleek design elements that I thought would be interesting to try and bring into a more contemporary aesthetic.


Gordon’s Gin is a classic gin from London, which is carried as the norm among household in its homeland. In the USA the gin is mostly found in home bars among consumers who are either stock their liquor cabinets with wide variety of alcohols to satiate any eccentric or nostalgic pallete. The packaging and design of the product reflects these notions in the USA, while the English packaging reflects a more contemporary design and consumer base — mostly people in their late 20’s and 30’s looking for fresh brunch cocktails. Meanwhile, a budding American demographic, deemed the cocktail culture, are interested in the product for its subtle flavorings and fresh, citrus bite in contemporary cocktails.

Update Objectives

  1. Create a design which caters to American cocktail culture.
  2. Consider the placement of the product both in homes and in bars, and what associations/directives can be pursued from this understanding.
  3. Better reflect the taste of the product — its bite, its freshness.



I wanted to use a geometric sans-serif for the branding since I wanted to create a contemporary feel to this classic gin. While competitors have illustrative logos which brand their products, Gordon’s has no such mark, so I emphasized the typographic elements of the label to represent the Gordon’s brand.

I chose to make the labels very boxy and geometric as a means of bridging the gap between contemporary trends and some, albeit abstract, nostalgiac references. The lines and boxes remind me of early 20th century maps, especially city maps and subway systems, where text was overemphasized with these divisive rectangles, yet in a way completely stylized.