Nude Brand Creation – UpEnd

UPEND gin launches with design by Nude Brand Creation
London, UK

Introducing the first preview of UPEND gin before it’s first release in late February 2019, with brand identity and packaging developed by Nude Brand Creation. New to the scene, UPEND is a distiller focused on honouring the long tradition of gin but with a modern twist. Founded by friends Matt Mckee and Chris Lofrese, the idea came from a journey of drinking gin together and experimenting with different flavours. The pair (from Upstate New York and the East End of Long Island) have used their different backgrounds to redefine gin with unique and distinct recipes.

New to the scene, UpEnd is a distiller focused on honouring the long tradition of gin but with a modern twist. Founded by two friends, the idea came from a journey of drinking gin together and experimenting with different flavours. The pair (from Upstate New York and the East End of Long Island) have used their different backgrounds to redefine gin in the US with unique and distinct recipes.

The bottle was designed to turn gin on its head and takes influences from traditional aged copper stills and the urban environment of iconic New York City.

The bespoke bolt stopper is a premium die-cast metal-top with an antique barrel plated copper finish and both labels are printed onto a flexible aluminum substrate that allows the branding to be embossed over the top – helping to emphasise the thick, metal stock. Nude has worked tirelessly to find impactful materials and processes to break away from perfect finishes and design an urban masterpiece that would fit into any city. The jarring bottle shape is a dark smoked grey to reflect the gritty urban environment and build mystery into the final product – perhaps concealing the product so that it truly relies on taste and not perception.

Unlike a lot of the heavily crafted and intricate designs out in the market at the moment, UpEnd gin aims to be disruptive in an increasingly overcrowded environment.

UpEnd Navy Strength Gin is the first iteration and the flagship gin that pays homage to the history of gin. The high proof is matched with a ton of juniper and a bold botanical recipe that includes coriander, lavender, liquorice root, cinnamon, clove, and citrus, which rounds out the flavour beautifully. This has been followed by a Sweet Tea Gin as the range quickly grows.

We say, it’s not where you start, it’s where you EndUp.