Durham Distillery

Durham Gin Case StudyJanuary 2016

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

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)

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)

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.

n Website (Digital)

n Seasonal Serves Leaflet (Physical)

n Wax Stamp (Physical)

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 ginBlackwaterDistillery @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. @DRHMDSTLLRYPhilip 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

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

n Promotional Posters (Physical)

n Bottlle label detail (Physical)

n Summer Fruit Cup Packaging (Physical)

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