I was invited to develop rebrand concepts for Old Bakery Distillery, a London-based craft spirits producer known for its heritage-led storytelling and distinctive packaging.<\/strong><\/p>\n\n\n\n
The brief focused on evolving the brand rather than reinventing it; retaining the recognisable shelf presence customers already connected with while creating a more premium, cohesive visual identity across the wider product portfolio.<\/p>\n\n\n\n
The project included exploratory concepts for gin, rum and whisky labels, product logos, and a broader visual direction for the Old Bakery Distillery masterbrand.<\/p>\n\n\n\n
Although the concepts were ultimately not taken forward commercially, the project remains a strong example of strategic design thinking, premium packaging development and brand system creation within the drinks sector.<\/p>\n\n\n\n<\/figure>\n\n\n\n
The Challenge<\/h3>\n\n\n\n
Old Bakery Distillery wanted to refresh its visual identity without losing the recognisable qualities that existing customers associated with the brand.<\/strong><\/p>\n\n\n\n
The challenge was to modernise and premiumise the packaging while keeping the gin bottle visually familiar from a distance \u2014 minimising risk to shelf recognition and preserving customer trust.<\/p>\n\n\n\n
The new direction also needed to:<\/p>\n\n\n\n
\u2022 Create a more cohesive portfolio across gin, rum and whisky \u2022 Refine the colour palette while maintaining standout shelf appeal \u2022 Introduce a more premium visual language and finish \u2022 Better communicate the distillery\u2019s heritage and illicit 100-year-old recipe story \u2022 Develop a stronger masterbrand identity for Old Bakery Distillery<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n
\n<\/figure>\n<\/div>\n\n\n
Early Design Thinking<\/h3>\n\n\n\n
My early exploration focused on balancing familiarity with progression.<\/strong><\/p>\n\n\n\n
Rather than dramatically reinventing the packaging, I explored how the existing visual language could be refined and elevated through typography, hierarchy, colour, material cues and premium detailing.<\/p>\n\n\n\n
Several principles guided the work:<\/p>\n\n\n\n
Preserve recognition<\/strong> The gin bottle needed to remain visually familiar at shelf distance, maintaining the essence of the existing layout customers already recognised.<\/p>\n\n\n\n
Build a portfolio system<\/strong> Gin, rum and whisky needed to feel clearly connected while retaining their own identities through colour and detail.<\/p>\n\n\n\n
Elevate perceived value<\/strong> Premium metallic finishes, cleaner typography and refined detailing were explored to create a stronger premium positioning.<\/p>\n\n\n\n
Celebrate provenance<\/strong> The distillery\u2019s history, London location and heritage storytelling became key ingredients within the visual direction.<\/p>\n\n\n\n
Concept Direction<\/h2>\n\n\n\n
Gin<\/h3>\n\n\n\n
The gin concept stayed closest to the existing packaging architecture to retain familiarity, while introducing a cleaner hierarchy, stronger brand presence and more premium detailing.<\/p>\n\n\n\n
The yellow palette was refined to feel brighter and more contemporary, while maintaining the standout shelf impact associated with the original bottle. Heritage cues and references to the distillery\u2019s illicit recipe story were given greater prominence.<\/p>\n\n\n\n
Whisky<\/h3>\n\n\n\n
The whisky direction explored a more refined and heritage-led feel, balancing premium craft cues, utilising a rich, deep blue and gold accents, with clear hierarchy and strong portfolio consistency.<\/p>\n\n\n\n
Rum<\/h3>\n\n\n\n
For rum, the challenge continued toward creating continuity and repetition to reinforce key brand indicators. A warmer metallic palette set against a rich black helps distinguish the product while remaining recognisably part of the same family.<\/p>\n\n\n\n<\/figure>\n\n\n\n
While a formal brand palette had not yet been fully established, I began by extracting the core colours used across the existing product packaging to understand the visual equity already associated with the brand.<\/p>\n\n\n\n
This created a useful baseline from which to explore a more refined and commercially relevant palette.<\/p>\n\n\n\n
Alongside reviewing competitor positioning within the premium craft spirits market, conversations with the client highlighted a desire for the brand to feel more premium and considered, while still retaining the familiarity that existing customers valued.<\/p>\n\n\n\n
A key challenge was balancing modernisation with recognition.<\/p>\n\n\n\n
For the gin, maintaining a yellow-led identity remained important due to strong customer familiarity and shelf recognition. Rather than moving away from this distinctive cue, I refined the tone toward a brighter, cleaner yellow to create a more contemporary and premium feel while preserving recognisability.<\/p>\n\n\n\n
For whisky and rum, the opportunity was to introduce greater sophistication and category relevance through richer metallic-inspired tones. Gold and deep blue cues were explored for whiskey to evoke craftsmanship and quality, while warmer copper and gold accents helped position the rum with a stronger premium presence.<\/p>\n\n\n\n
Across the range, the palette was designed to create clearer product distinction while ensuring the collection felt cohesive as part of a unified Old Bakery Distillery family.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Brand System & Logo Development<\/h2>\n\n\n\n
Alongside packaging, I explored a more unified identity system for Old Bakery Distillery and its product range.<\/strong><\/p>\n\n\n\n
The intention was to create a stronger masterbrand while allowing individual product identities to remain distinctive, helping the brand scale more consistently across packaging, web and wider marketing touchpoints.<\/p>\n\n\n\n<\/figure>\n\n\n\n
To help give a nod to the brands’ heritage and uphold the original logo’s familiarity with their customer base, I opted for a serif typeface not too dissimilar from the original ‘BAKERY’ hand-drawn lettering, which still adorns the business’ premises today, and warp the text in a similar fashion.<\/p>\n\n\n\n<\/figure>\n\n\n\n
I would also explore brand marks and consider how these may apply to various touch points, including labelling, stationery, web icons and marketing communications.<\/p>\n\n\n\n<\/figure>\n\n\n\n
The following concepts show how the labels could work together, whilst still maintaining enough variation to differentiate the products.<\/p>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n
Premium Craft & Finishing<\/h2>\n\n\n\n
To give the products that extra premium feel, the silk stock die cut labels would be embellished with blue foil stamping for the river Thames running through each example. The black of the Gin label would feature a spot UV varnish for that extra shine, while the Whisky and Rum would feature gold and bronze foiling respectively, all deployed over a subtle brick texture inspired by the brands’ humble beginnings.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Reflection<\/h2>\n\n\n\n
Although the concepts were not ultimately taken forward and finished with confirmed copy and refined, finalised designs, the project was a valuable exploration in balancing commercial caution with brand evolution.<\/strong><\/p>\n\n\n\n
It reinforced the importance of strategic restraint, particularly within heritage-led consumer brands where customer familiarity plays a significant role in purchase behaviour.<\/p>\n\n\n\n
For me, the project represents a strong example of packaging design, premium brand thinking and developing scalable visual systems across a product portfolio.<\/p>\n\n\n\n<\/figure>\n","protected":false},"excerpt":{"rendered":"
Project Overview I was invited to develop rebrand concepts for Old Bakery Distillery, a London-based craft spirits producer known for its heritage-led storytelling and distinctive packaging. The brief focused on evolving the brand rather than reinventing it; retaining the recognisable shelf presence customers already connected with while creating a more premium, cohesive visual identity across […]<\/p>\n","protected":false},"author":1,"featured_media":724,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[111,321,19],"tags":[113,327,260,326,325,322,323,324],"class_list":["post-721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand","category-hospitality","category-print","tag-brand","tag-concepts","tag-design","tag-distillery","tag-old-bakery","tag-packaging","tag-premium","tag-product"],"yoast_head":"\n
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