ABOUT

Boutique-y Who?

That Boutique-y Gin Company. Long name, short story: we bottle delicious gins from the world’s best distilleries, brands and minds. So far, so normal, right?

The twist: it’s not just any old gin. We’re talking weird and wonderful flavour pairings, beautiful botanical blends, the kind of small-batch gin you might catch Willy Wonka cooking up after hours. Think Spit Roasted Pineapple, Rhubarb gin and - one of our faves - Moonshot gin. Each gin has a unique, beautifully hand-illustrated label. Often including gin industry folk and in-jokes.

The Overhaul

Nucleus Studio set about creating a unique, and slightly off-the-wall, brand identity that kicked against industry styles. We wanted something that reflected Boutique-y’s small-batch, slightly bonkers nature. Something rebellious and unpretentious.

We paired loose brush strokes with rough, handwritten typefaces, to give off an ‘artwork-in-progress’ vibe. We went bold with the colours and splashed on weird and wonderful mascots and stickers to bring in an element of the surreal.

The resulting creative pairs beautifully with our distinct labels, producing a playful, tongue-in-cheek harmony that we can apply across a suite of campaigns.

Onwards

The graphics are flexible, which means the creative works across different marketing campaigns and applications. Like the one for our hugely successful Proper Pink Gin. The juxtaposition of the packaging (faux wartime propaganda) and branding (modern, bright, sketchbook aesthetics) gives it a distinct Boutique-y character.

The rebrand has been such a success that we’re rolling it out across the ‘That Boutique-y’ family. That Boutique-y Whisky Company and That Boutique-y Rum Company will adopt the new branding, with slightly altered textures and palettes for each range. That way they keep their separate identities, while the thread of the new look and feel is woven through them.

We can only imagine where this fresh and funny rebrand will take us next...