Fun collaborates with Riccardo Guasco to create a 'Perfetto' identity for an Italian gin

To complete its new identity for Perfetto, Leeds design studio Fun dreamt up a dreamy look and feel for the Italian gin, one that would reflect the "passion and flair of Italians and their gusto for life, food and drink".

So says Fun co-founder, Sarah Jarman Alexander, who also wanted the brand to reflect the "lively, eye-catching colours" of Perfetto Gins. She and her partner Paul Alexander created a full range of campaign assets to help communicate the drink by Continental Wine and Foods. "They had the packaging completed, but they needed a unique brand look and feel, a brand toolkit that they could use across all communicates that would stand out in the highly crowded gin market," says Sarah.

Fun also commissioned Riccardo Guasco, the acclaimed Italian illustrator famous for his work with Martini, The New Yorker, and Rapha. He created a series of stylish illustrations that showed "the perfect gin moments" we might imagine when holidaying in Italy – from lazing by a glistening pool to enjoying a sunset drink in a bustling square.

Photography was shot by Heidi Coppock Beard. Food and drink styling by Tom Guise.

For a bit of background on Fun... Sarah and Paul met at Leeds Art University over 20 years ago. Sarah worked in London for a few years and then returned north to work at various agencies including Charles Walls, CheethamBellJWT, and Elmwood. Paul was co-founder and board-level partner at Ponderosa before setting up Fun in 2018. Both have years of experience in design, specifically packaging and working with alcohol brands.

Paul adds: "We set Fun up because we wanted to create an agency where we could have clients that we really wanted to work with and to put creativity at the heart of the agency. But we also wanted to find a better work-life balance for our love of travel (abroad and in the UK in our camper van), food and our allotment. Our home is also used for shoots and filming and is listed with UK Locations, so we have plenty of other side projects."