Texas might not be the first place you think of when it comes to gin, but the Lone Star State is home to Devil’s Grin. Using 14 botanicals from every continent except Antarctica, Devil’s Grin set out to win over skeptical gin lovers more accustomed to imbibing on London Dry.
Enlisting the talented folks at Vicarel Studios for the branding and packaging design, the studio crafted an identity for Devil’s Grin that bucks convention in an attractive way while telling the story of this distinctive gin on pack.
“For the original brand and packaging brief, we dug into the category and discovered that gin has become lazy and outdated. With more or less the same juniper-forward recipe dominating the big producers since gin’s invention, the drinking experience is predictable and boring,” says Jamie Reedy, the creative director who supported the naming and position of Devil’s Grin.
