Bottling the spirit of adventure: brand strategy for sustainable gin

SLOEmotion Distillery

Sector
Drinks / Distilling

Services
Brand Strategy, Naming, Brand Identity, Brand Packaging

Challenge

Sloemotion Distillery engaged us to introduce Finders, a sustainable gin brand that embodies the spirit of adventure. This partnership encompassed the development of a comprehensive brand strategy, including the creation of a new name, brand identity, packaging design, and launch collateral for three core gins.

Context

The UK gin industry has experienced significant fluctuations, with a notable decline in sales in recent years. In 2023, premium-plus gin volumes in the UK fell by 16%, with forecasts predicting a continued downturn at a compound annual growth rate (CAGR) of -5% between 2023 and 2028. This challenging environment underscores the necessity for brands to carve out distinctive niches to captivate consumers and secure shelf space in major retailers.

Solution

Our strategic approach for Finders centred on encapsulating the ‘spirit of adventure.’ The bottle designs feature bold visual collages, vibrant colours, and quirky imagery, creating a striking presence on the shelf. A meticulous exploration of the family’s monochrome archives unearthed characters and scenes that reflect boldness and cherished places, infusing the brand with authenticity and personal narrative.

The labels incorporate a grid structure inspired by collector’s specimen and identification tags, complete with ticket edge details that evoke a nostalgic sense of travel and exploration. Additionally, the distillery’s location is subtly embedded within the cap seal designs as map coordinates, further grounding the brand in its Yorkshire origins.

This thoughtful and immersive branding strategy not only differentiates Finders in a saturated market but also resonates with consumers seeking authenticity and a connection to the stories behind their spirits.

Result

Finders is now positioned as a forward-thinking brand, helping to future-proof its presence in retail and strengthen its appeal to both buyers and supermarket multiples seeking brands that align with evolving consumer values. Early data points to increased retail interest and higher-than-expected sell-through rates, affirming the commercial viability of sustainability as both a brand ethos and operational asset.

Thank you

Huge thanks to the Finders team, particularly founders Joff and Claire Curtoys. Through the wonderful, immersive workshops we were able to gain a deep understanding of the distillery’s values and ambitions.