Role
➯ Creative Direction
➯ Concept Development
➯ Brand Identity
➯ Activation Planning
A mystifying brand identity
Whether it be a new cocktail recipe, another branch that opens up in the Amulet family, or even a new flavor addition to the ever-growing hand-crafted gin collection, Amulet Gin stops at nothing to break boundaries within the spirits industry. When you buy a bottle of Amulet, it comes in an unmarked box, and inside reveals a bottle designed after different Tarot Cards.
Objective
Create a new, unique brand identity for a London-based gin distillery and company. Further, there was additional asks to develop brief brand identities for the company’s two subsidiary companies.
My Role
I created the concept, hand-illustrated a logo with variations, and established extensive brand guidelines for Amulet Mystifying Gin. Marketing materials were developed targeting a myriad of platforms ranging from print media to social campaigns.
➯ Core valuesMixing up the proper identity
Mystery
At Amulet Gin, we pride ourselves on the idea that mystery keeps life interesting. We strive to produce excitement in all that we produce. Whether it be a new cocktail recipe, another branch that opens up in the Amulet family, or even a new flavor addition to our ever-growing hand-crafted gin collection, Amulet Gin stops at nothing to break boundaries within the spirits industry. Our mystery is portrayed through events such as tarot card readings at every tasting location and distillery.
Quality
Every tasting room, distillery experience, and batch of gin that is sold by our craft gin makers is promised to be of premium quality. Not only are our products sure to be premium quality, but also every single experience or life that comes in contact with the brand. Our mystical employees from the Executive Level to those who are hard at work in the distillery are eager to work not only because they are producing a quality experience, but also because they are treated with utmost respect.
Unique
The Amulet Gin name was founded on the basis of being unique. We are unique in the fact that we are the only esoteric-based gin. company in the spirits industry. On a much smaller scale, our consumers are able to experience unique experiences every single time they interact with the brand. Whether it is unboxing a new bottle of the premium Mystifying Gin to find a new fortune within, or joining us for readings in person with our exclusive and high-end fortune tellers, the Amulet experience is unique.
At the core of this project lies the concept of crafting an immersive and captivating experience for consumers, beginning right from the moment they encounter the bottle. The labels on the bottles are hand-illustrated representations of tarot cards, while the accompanying fortune on the back adds an element of intrigue and mystery.
➯ Creative Direction
Creating an air of anticipation and a deeper connection between the consumer and the brand, patrons are unaware of which tarot card bottle they will receive until they open the mysterious box that houses their chosen gin bottle — and ultimately, unveils their fortune.
Logos & Brand Guidelines
➯ Brand IdentityPreferred
Logomark
➯ Tactics & ActivationsReaching the consumers
➯ Subsidiary companyRepresenting the lively side of mystic and magic in the company, Clairvoyance is centered around gin-infused popsicles. The main “storefronts” are three wheeled buggies wheeling around town to be rang down for a popsicle and a quick fortune telling. These gin-infused popsicles are handmade every day with gin and specifically selected botanics and flavors to produce high- quality, unique treats allowing the Amulet experience at any time of day.
➯ Subsidiary company
Sixth Sense is a collection of speakeasy inspired Amulet Gin tasting “rooms” offering a unique experience in which luxury meets mystic. Every single visit, whether a new or returning guest is unique and different than before. Whether it be exclusive palm readers, tarot card readers, or crystal ball gazers, guests get to experience the underground, luxurious community of fortune all while tasting exclusive cocktails and new products while seeking out their fate.
