Design a visual identity, graphics and packaging for a new gin product line. The identity should appeal to 25 to 40 year olds. “The design should be colourful, good and easily identifiable. We want people asking for Royal Gin and tonic and not just gin and tonic. A cool fun drink that is good for you. The fun of summer, relax after a hard days work, reasonable priced - the drink of Royals! ”
Royal as a concept can appear rather formal, medieval, or old. Majority of people enjoying playing cards. The familiarity of the King, Queen and Jack illustrations on the cards is still very present in modern day. For Royal Gin, the approach was to use the style used in these cards to create a combination of modern and abstract details that is both colourful and playful.