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InspirationGraphic Design

New Upperhand Gin identity looks to Tarot for a look that champions the underdog

Design agency BrandOpus has created a new strategy, visual identity and “brand world” for gin brand Upperhand.

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Upperhand Gin bottle with light blue label featuring illustrative tarot-inspired artwork in orange and teal, depicting a stylised figure and wave motifs

The gin was founded by Alberto Borin, who according to BrandOpus was “looking to build a brand that represented his approach to life…. Someone who has always had courage in his convictions and as a passionate sportsman he often considered himself an underdog who sought to exceed the expected.

“We wanted our work to encapsulate this strength and desire to take on life from an alternative perspective.”

The designs use a number 11 as a central device. The number has been significant to Borin throughout his life, and so BrandOpus looked to the 11th tarot card for inspiration. In some tarot decks, this card represents strength, depicting a woman who against all the odds managed to tame a lion.

The Upperhand Gin identity was illustrated in-house at BrandOpus “to embrace the principles of fearlessness, courage and defying conventions,” says the agency.

Five bottles of Upperhand Gin with turquoise labels featuring an illustrated woman and lion design, arranged in a row against a pale blue background
Upperhand Gin bottle with turquoise and bronze packaging displayed in a styled shelf setting with matching branded card and copper bow tie
Brown wooden Upperhand Gin packaging box with gold foil decorative patterns and lettering against a turquoise background
Light blue Upperhand Gin bottle with black label featuring tarot-inspired illustration and text, surrounded by scattered colourful cards on cream background
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