With the increasing popularity of gin among millennials, Anheuser-Busch InBev’s Labatt Breweries developed a ready-to-drink gin smash, but needed a compelling brand name, look, and personality that would appeal to a new generation of consumers.
Chase Design Group started by exploring a name for the brand that would be approachable, fun, and playful. They hit on the name,Tail Spin, and paired it with a cheeky monkey as a secondary icon for the brand. “We wanted to convey a look of flavorful refreshment mixed with a feeling of heritage inspired by the elegant craft and attention to detail that goes into the creation of a fine gin and its label,” says Dave Carlino, Senior Art Director, Chase Design Group. “Tail Spinis the younger, light-hearted, cheeky millennial grandchild to Grandpa Gin.”
The hand-drawn logo is surrounded by a juicy burst of flavorful filigree and splashes that express the refreshing flavor. The cheeky monkey worked perfectly with the nameTailspinas his spinning tail completes the crossbar of the “A,” while his mischievous friends carry the flavor banner. To complete the look, bold photography of fruit is paired with filigree illustrations. “It’s an absurdly refreshing twist that cuts through the stale shelf of today’s ready to drink offerings,” says Kelly Landy, Account Director, Chase Design Group.
Labatt is currently rolling out the two flavors, Ice Lime Twist and Cranberry Chill, in Canada.