Woodstock Gin had a strong sense of authenticity and a distinctive connection to its Cape Town roots, but the existing packaging wasn’t fully supporting the brand’s ambitions. Its grungy aesthetic made it difficult to establish a more premium position, while the novel variants (such as hemp) didn’t always give consumers a clear reason to choose one gin over another.

The opportunity was to bring the ‘Good Rebel’ positioning to life with a more premium, expressive and flavour-led brand experience.

We cleaned up and elevated the Original label, retaining its rebellious character while giving flavour a much stronger role in the range.

From watercolours to oils, screen printing to textile design, art has a way of expressing every mood and even describing a flavour.

Street art was the inspiration for Original, capturing the untamed spirit of Woodstock, while Tangerine & Fiery Ginger and Brambleberry & Purple Lotus were each given their own distinctive artistic expression to reflect their unique flavour profiles.

Together, the designs create a more expressive world for Woodstock – one where the spirit of the brand and the personality of each flavour can come to life.

The result is a more premium, expressive and flavour-led Woodstock Gin, giving the ‘Good Rebel’ positioning a distinctive visual voice across the range.

The brand retains its untamed character while moving from a grungy, place-led expression towards a more contemporary and accessible premium spirit.

Woodstock Gin had been reimagined as a “SPIRIT OF THE STREETS, DISTILLED FOR THE WORLD”, with packaging inspired by authentic Woodstock stories that celebrated the Woodstock suburb of Cape Town’s rich heritage.

AGENCY: Fountainhead Design
CREATIVE DIRECTION: Barry Crombie