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.
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.