A spirit greater than the sum of its parts.
Brought to you by women-owned and LGBTQ–led Republic Restoratives Distillery, Assembly is more than a delicious Gin, it’s a spirit. Launched at a challenging time for America, Assembly creates a voice that speaks up and promotes ‘freedom of assembly’ in the wake of draconian anti-protest bills.
In a saturated market, it’s a Gin like no other. With savoury flavours of Tomato leaf, Olive leaf, Oregano and Fennel Seed, it is designed to leave a bitter taste in the mouth of discrimination. Inspired by the visual language of marches past and present, the design sets the tone for protest and features typefaces from ‘Vocal Type’ – a foundry campaigning for more diverse talent within the design industry. The brand name brings together the Gin’s purpose and process, whether people or ingredients the power is in the Assembly.
Decades in the making and rallied by their community, Republic Restoratives are once again doing what they do best – distilling and disrupting.
Cultural Context
Freedom of peaceful assembly is the individual right or ability of people to come together and collectively express, promote, pursue, and defend their collective or shared ideas. Governments often violate the right to freedom of assembly as a method of suppressing dissent and critical voices.
Republic Restoratives Distillery is the largest women-owned, crowd-funded distillery in the US. As a women-owned, LGBTQ-led brand in a male-dominated spirits industry, they work hard to disrupt every day, and are inspired by an incredible community of supporters all thirsty for change.
CREDIT
- Agency/Creative: Midday
- Article Title: Assembly Gin – A Spirit Greater Than the Sum of Its Parts
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London / Vancouver
- Market Region: North America
- Project Deliverables: Brand Design, Packaging Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: Packaging, Branding, Gin, Purpose
-
Credits:
Creative Director: Claudio Vecchio