The visual brand identity is a tribute to unity and tradition, holding an old world charm while maintaining a quirky and enigmatic core. The overall look and feel is clean and crisp representing the hyper fresh nature of the flavour. The brand identity is personality led rather than ingredient led, promoting inclusivity. It embodies the brand's commitment to unity and togetherness, inviting consumers to appreciate the heritage of London Dry Gin and the significance of sharing fine spirits. It resonates with those who value tradition and the powerful connections that bring people together. The tagline we created for the brand is "Connecting Spirits" emphasizing the brand's mission of uniting people over fine gin.

The typography and colour palette evoke a sense of tradition and British-tailored splendour, trust, and quirkiness. The sans-serif typography used for the logotype is based on the original Gin Drinkers Line tunnels signage engravings, infusing a sense of history and authenticity. A modern reinterpretation of a coat of arms adorns the logotype’s typographical elements, symbolizing unity and connection through simplified, abstract forms inspired by the actual tunnels, evoking a sense of belonging.