Hart & Jones have redesigned Sacred Spirits’ best-selling Vermouths line to create striking new designs featuring kaleidoscopic imagery that bring to life the multi-facetted attributes of the liquid, and that deliver unique and powerful standout on the back bar.

The English Spiced, English Amber and English Dry Vermouths were created by distiller Ian Hart (no relation to Chris Hart of Hart & Jones) in collaboration with Alessandro Palazzi of world-famous London martini bar DUKES. Made with wine from Three Choirs Vineyard in Gloucestershire and distillates from the Sacred Distillery in Highgate, North London, the Vermouths scooped two ‘World’s Best’ awards at the 2019 World Drink Awards.

Simon Jones, Managing Director at Hart & Jones elaborates on the agency’s strategic approach: “Giving the award-winning Sacred Vermouths an iconic presence via new designs was an exciting challenge. For us it was important that the Vermouths range felt distinctive, whilst also being recognisable as coming from the Sacred stable. We honoured the Sacred visual DNA through the use of intriguing symbols and metaphors to deliver a complex, enigmatic and altogether enticing feel”.

Chris Hart, Creative Director at Hart & Jones commented: “The kaleidoscope idea came to us quickly as the perfect device for telling the product story with its complex layers of flavour. Together with a rich tonal colour palette, the imagery brings to life the multi-sensorial product experience. Repeated patterns and intricate detail cue a feeling of harmonious balance and convey the craft that has gone into making this incredible drink.”

Sacred’s co-founder Hilary Witney added: “The World’s Best Vermouths deserve best-in-class packaging, so Sacred worked with Hart & Jones to create three variations on a central design. Hart & Jones used colour, iconography and symmetry to evoke the story of Sacred, combined with the botanical lore behind Vermouth. The results exceeded our expectations – an ethereal look and feel which draws on key ingredients from signature Vermouth serves and captures the essence of Sacred.”