The story
The gin category is saturated. Botanical this, craft that - it's all starting to look the same on shelf. So when we set out to create Circus Gin, we asked ourselves: what if we could bring the mesmerising world of circus performance to premium spirits? What if we could capture the drama and spectacle of the big top while maintaining the sophisticated appeal the category demands?

The challenge
Disrupt the gin category's predictable design norms without losing premium credibility. The spirits aisle is crowded with similar botanical and craft-focused designs that blend into the background. Our challenge was to create a brand that commands attention like a ringmaster commands their audience - theatrical enough to stop shoppers in their tracks, premium enough to justify the price point.

Our approach
We designed a true showstopper. The distinctive bottle silhouette features striking red stripes that mirror the iconic big top tent, complete with a dramatic peaked crown. At its heart, an inset label design evokes a vintage circus ticket, inviting consumers to 'step right up' to their own private show. Every touchpoint has been carefully choreographed to create a cohesive brand experience that demands attention on shelf and in the premium spirits space.

The impact
The result is a bottle that's impossible to ignore - a concept that brings personality and playfulness to the category without compromising sophisticated appeal. Circus Gin proves you can push creative boundaries while maintaining premium cues. It's theatrical flair that translates into shelf standout, creating a brand experience that's as memorable as the liquid inside.