Alex and Emma Watson dreamed of creating a super-premium gin, inspired by the beauty of the Chablis wine region. Hoping to transcend the creation of yet just another celebrity-endorsed product, aspiring instead to realize and cement a unique family heritage & legacy.
Jack Hawkins Studio was selected to create the brand from a mere existing name to a fully realised product & brand universe.
Drawing from the Watson siblings’ nostalgic ties to Chablis and the region’s artistic heritage, Renais is Jack Hawkins’ latest creative effort. Being tasked with crafting a brand that stayed true to French aesthetics while breaking the mold of traditional French branding, resulting in a fresh and modern identity that still honors family heritage.
With ten years in the spirits market, Jack Hawkins has made a name for himself by developing brands that capture hearts and stand boldly in competitive spaces. His work spans start-ups to his own successful spirit ventures, proving his knack for compelling design with a solid business foundation.
Jack’s design mantra focuses on eliciting joy and surprise, aspiring to elevate a simple product to an inspiring experience. This philosophy is infused in Renais, aiming to create pieces that resonate beyond their functionality.
Jack took his usual calculated approach with Renais, focusing on what to eschew rather than adopt. Choosing Art Nouveau as a muse, he crafted a bottle and label design that challenged production norms and revitalized a historical style with a contemporary edge.
Eco-friendliness was paramount for Renais, driven by the Watsons’ values. The brand’s commitment to the environment is evident in its choice of sustainable materials and packaging, emphasizing minimal environmental impact. This resulted in the brand choosing a glass supplier in Europe that produced recycled glass that still maintained excellent clarity, and hunting down a paper stock that used recycled grapes for the label- and even choosing to grow their gift packaging out of mushrooms in an effort to cut down waste and lead sustainably.
The project was fraught with tight deadlines to prepare for a launch commercial, Jack’s solo effort meant overcoming production challenges under pressure. His ability to meet these demands affirms his growth as a creative professional.
Post-launch, Jack’s gaze is set on novel challenges within the realm of luxury brand creation. His drive to innovate continues as he expresses his desire to tackle diverse and innovative projects, from perfumery to New World whisky in Asia…
- Agency/Creative: Jack Hawkins Studio
- Article Title: Design Distilled: Jack Hawkins’ Design Brilliance in Emma Watson’s Renais Gin
- Organisation/Entity: Agency
- Project Type: Product
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: 2D Design, 3D Design, 3D Modelling, Advertising Photography, Animation, Art Direction, Brand Creation, Brand Identity, Branding, CGI, Creative Direction, Product Design
- Industry: Food/Beverage
- Keywords: Gin, French, Emma, Watson, Premium, Packaging, Sustainable, Glass, Bottle, Design,
Creative Director: Jack Hawkins