The concept of the product is entirely unique. The two gins, Gina the sunny one, and Tony the spicy one, are independent gins elaborated to be enjoyed as such. But the real and full scope experience comes to life when they are mixed, in whatever proportion each individual consumer sees fit.
So, the concept is: Gina & Tony is a couple of gins made for each other. Made to be mixed and enjoyed as a “two-component-gin”.
The botanicals in Gina are foremost rose petals as top note, thyme, basil, fennel, rosemary, tarragon, lavender. On a more profound level, there’s lemon and orange zest, cardamom and nutmeg.
Tony, spicy in essence, has notes of various sorts of peppers, whether cubed from Asia or the very expressive “all-spices” Jamaican chili with notes of nutmeg, ginger, clove and pepper, as well as a touch of grains of paradise. And as we wanted it a little hot, there’s a note of actual chili enhancing the perception of alcohol. Under this coat of arm, juniper, coriander, cardamom, licorice and angelica root bring a long-lasting and suave heart note.
The two bottles are sold as one product in a nice good-looking and original box. The front of the box is cut out in the shape of Gina’s and Tony’s silhouettes, so as to see a part of each label. The concept of the product led us to the brand and design idea/inspiration we called ’the missing part’. The illustration on the Gina label has Tony missing – his face and silhouette are erased, with a white surface instead. And vice-versa for Tony’s label. See it as a yin-yang construction.
Inside the box, there are 2 coasters in the form of jigsaw puzzles. You assemble the pieces to get the full picture, the image of Gina and Tony together. So, you literally put the pieces together yourself, just like you will assemble the 2 gins to reach the ‘full picture’.
The illustration is by Alan Berry Rhys, an extremely talented Argentinian artist.
The concept work was carried out by Astrid Verdeyen at SIGN BRUSSELS. The illustration was made by Alan Berry Rhys. The digital branding was developed and designed by Cedric Zwaenepoel at SIGN. Very exciting and stimulating team work.
This product is about having some fun. The spirits and gin market are overwhelmed with good and good-looking products & brands. But mostly they are taking it all very seriously. Seem like alcohol is all very serious.
So our insight is to do just the opposite. Our product is about feeling, about tenderness, about love, about enjoying time spent together. Picture an evening among friends and the host offering gin-based drinks, whether the famous gin & tonic or more sophisticated Negroni. Each host asking for a different blend of Gina and Tony cause each one has her/his own taste. Isn’t that fun and playful?
So, mixing/blending the 2 gins together is what it’s all about. And we believe the best setting and circumstance for that is an evening or a party among friends. Hence the distribution channel being wine & liquor store. Not supermarkets. Not bars and restaurants. Unless they understand the narrative behind the brand and are prepared to promote it.
We have a fully operational brand, an exciting website, an active SoMe narrative. Feedbacks are extremely positive, with pro’s recognising the newness of the concept.
Small batch pure grain copper pot distilled. Gina 20+ botanicals and Tony 15+ botanicals, 2 bottles of 35 cl each with 43% vol, made in Belgium at De Moor Distillery.
- Agency/Creative: Sign Brussels
- Article Title: Meet Gina and Tony, a Mixology Love Story by Sign Brussels
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Belgium
- Market Region: Europe
- Project Deliverables: Brand Advertising, Brand Architecture, Brand Identity, Brand Naming, Branding, Graphic Design, Illustration, Packaging Design, Product Naming, Research, Tone of Voice
- Format: Bottle, Box
- Substrate: Glass Bottle, Pulp Carton