The Allotment raises gin branding to Peak perfection

The gin market is insanely competitive right now, so it was important to give the brand a distinct look and feel that would make it stand out, says James Backhurst, co-founder and creative director. They decided to forge its identity around a unique combination of influences: the geology and bounty of the Peak District and the entrepreneurial spirit of the distillery team.

"People don't buy brands, they buy into the story behind brands," James explains. "In this case, through our research, we discovered a rich historical and geological tapestry that led us to our big idea – Ginology = Geology + Gin. And the brand name Shivering Mountain, named after Mam Tor, the peak that dominates Hope Valley, where the distillery is based. The mountain is famous for its frequent landslides, which have been heard through the valleys for millennia."

The team went on to use the Ginology theme to influence the entire brand. "We created a rich story around the immense geological forces, climate and elements that shape the landscape around the distillery and in turn shape the taste, flavour and finish of the gins," James explains.

"Ginology's influence can be seen and felt across the entire brand experience," he continues. "From the bespoke bottle design that contains Mam Tor (Shivering Mountain) and shivers, so it catches the eye and gives bartenders a great story to tell potential customers, to the shivering logo and fault line at the same angle of the landslide, to the website that slides effortlessly from one page to the next. Every touchpoint delivers on the quality promise that Shivering Mountain gin has been 'forged and foraged for peak perfection'."

The work was supported by Ben at Graphik Boutique (3D design and modelling), Evil Donkey (web coding) and Impress (print). A website with online sales will launch this autumn; meanwhile, you can view the interim website here.