2023 | Professional

MUSE Design Awards Gold Winner

Ascot London Dry Gin Premium

Entrant Company

Whippet Australia

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

International Distillers Limited

Country / Region

Australia

Ascot Gin holds the dominant share of the gin market in Sri Lanka but is under pressure

from recently reinvigorated competitors and research that noted the brand wasn't resonating

on an emotional level with its target audience.

We were tasked to totally redesign the brand, while also allowing for the development of a

premium tier of the product, designed to take advantage of a gap in the market.

This design does that by embracing the heritage of the product and its links to the Ascot

races by evoking symbolic elements of the racehorse. A leather 'bridle' with brass fixings

wraps around the bottle and integrates with the mould of the glass to create a handy carry

strap, perfect for taking to the races. At the base of the bottle, a perfectly moulded

horseshoe provides a sturdy, yet chic and high-quality grounding that reflects the quality of

the gin inside.

A gilded crown on the shoulder of the bottle incorporate's the brand's classic symbol while

paying homage to the gates of Royal Ascot, and is reflected in the gilded branding around

the neck, which is closed with a wooden stopper.

Finally our redesigned label brings a fresh elegance to the brand.

Credits

Principal Director / Whippet
Steve Stoner
Executive Creative Director / Whippet
Tod O'Reilly
Client Services Director / Whippet
Adam Rafferty
Design Director / Whippet
Matt Coghlan
Senior Designer / Whippet
John Casillan
3D Artist / Whippet
Josh Polman
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