The Scottish Gin Society needed an identity which appealed to experts and newbies, distilleries and drinkers, young and old, male and female - the target market was everyone who had any interest in gin.
Keen to stay simple and unsnobby, a Gotham typographic lock up was developed which could be married with a variety of coloured 'flags'.
The colour scheme was developed with the client to represent some of the main tasting groups of gins (earthy, floral, citrus, spice...). Pale blue is used as the main logo as all Scottish gins share one key ingredient - pure Scottish water.
All copy writing throughout communications, web and printed collateral communicates the passion, welcoming sprit and informality of the society.