Intending to take a variety of new craft spirits to market, Craig Allison Distillery requested a brand entity and initial concepts for packaging artwork.

Although the brief was relatively open, but the brand name, Gyre & Gimble, had already been chosen. Likewise, a number of gin flavours had already been produced, also named for characters from or references to Lewis Caroll’s novels Alice in Wonderland and its sequel Through the Looking-Glass.

Rather than create a brand in a visually gothic-romantic style that would be most obviously associated with such fantasy fiction, I opted to take a more modern and tangental approach intended to differentiate from similarly themed brands and appeal to a slightly younger demographic than the majority of marketing for alchoholic spirits.