NICEY Gin, designed by NEOM, embodies a delicate balance of joy, simplicity, and elegance. The smooth gin blends the beauty of the Sardinian sea with Swiss precision, while its stunning pastel packaging and gold foil accents evoke a playful and sophisticated experience.
The Brief:
“The GIN segment is currently the most volatile in terms of growth percentage, as well as due to the absence of a true leader or a brand recognized by the majority. We are indeed facing a dichotomous situation where, on one side, there are large companies like Diageo, Campari, Bacardi, and Pernod-Ricard, which own established and historic brands such as Tanqueray, Bombay Sapphire, Gordon’s, and Beefeater, with enormous budgets and almost total market penetration capacity. On the other side, there are small and medium enterprises striving to earn a place in the sun. Among these, the companies delivering the best performance are the Italian distilleries, whether recently established or with a long tradition of “grappa producers.” From a product perspective, it is more or less the same. On one side, we have LONDON DRY, where the term Dry indicates a gin that does not include added sugar. An LDG is distilled with all-natural raw materials present, among which juniper must be included. It is not possible to add additional aromatic substances after distillation, only pure alcohol or water to achieve the desired alcohol content, which must be at least 37.5° and less than 57°. The visual language follows rather precise and shared codes and rules. On the other side, we have the “OTHERS,” with products featuring very distinctive recipes and a visual language usually associated with personal ideas and concepts.”
– Neom
