ABOUT

The Brief
Create breakthrough packaging for new craft gin, designed to be both disruptive and relevant.

Breakthrough, But Stay Relevant
Wolf Spirit Distillery, an independent Oregon-based craft spirits distiller, decided to launch a new craft gin. They knew breaking through in a crowded category dominated by large heritage brands would require shattering some long-standing attitudes—if not making fun of them. Being different is easy. But being both different and relevant is far more challenging.

Reach a Certain Kind of Consumer
Gins have long been traditional and grounded in heritage—often associated with history and even royalty. Yet, its appeal to a more eclectic cocktail drinker has grown recently. This new generation of gin drinkers is quirky, free-spirited, and loves taking the road less traveled. A craft gin from the Pacific Northwest would likely be very enticing to them, and this consumer inspires a charmingly offbeat brand expression.


The Creative Solution

Create a Real Mascot with a True Story
Wolf Spirit’s Master Distiller, Ben, has a beloved dog. But Mr. Pickles isn’t just any dog. He’s a rescued Pitbull and a lot like Ben. He’s a misunderstood contradiction; he appears tough and intimidating, yet he has a warm and loving heart, is funny, a great friend, and is the perfect namesake and personality for a unique brand to embody.

Victorian Tradition, yet Charmingly Warm and Eclectic
Across the brand identity, from packaging and displays to social media and the web, Mr. Pickles takes center stage. He’s framed lovingly and illustrated in a rich, colorized Victorian portrait style, along with his favorite spiked collar, which inspires the unique gold stopper design.

At first glance, he appears a tough guy, but look closer, and you can see that he’s a tail-wagging good boy, as loving as the flowers surrounding him. They tell the story of not only a devoted companion but also of the distinctive Pacific Northwest botanicals that deliver a flavorful yet exceptionally smooth gin experience.

A Voice that Barks the Bark
Visually, the brand walks the walk. It also talks the talk via its tone of voice, which comes alive in clever, cheeky language. The tagline “All Bark. No Bite.” brings the strong yet smooth character of the spirit home, as does the consistent appearance of “surprisingly smooth, kind of badass, and easy to fall in love with.”


Market Performance

Early Results
Newly launched in late July 2023, it’s still early to record significant results. Yet, retailer reception has been very positive, including strong buy-in among the top 5 U.S. supermarkets that also sell spirits.