New Cardamom Gin Conjures Up the Orient
Sacred Spirits’ most important offers, cardamom flavored gin, has been redesigned by Hart & Jones. Sacred Spirits is a boutique, commercial distiller that started producing a range of spirits from a residential house in Highgate North London in 2008.
Simon Jones, managing director at Hart & Jones, explained the rationale for the redesign. “Previously, all of Sacred’s gins’ design followed a very simple varianting formula. From a business point of view, this limited the appeal to the trade of stocking a wide range with little to differentiate the different flavours. Furthermore, from the consumers’ perspective, the individual stories and flavors of the gin were not being communicated, reducing engagement and appeal. The new design (and bottle) creates a unique identity for the cardamom product whilst clearly communicating the intrinsic brand values of Sacred.”
Chris Hart, creative director at Hart & Jones, talks about the inspiration for the design. “Sacred’s gins deliver uniquely aromatic and fresh flavors by using vacuum distillation, which means the distillates are not cooked like a domestic soup but ‘boil’ at only 30 degrees C. We believe that flavor and aroma are the DNA of Sacred and we wanted to bring this to life for each gin we work with. Cardamom is a unique spice rich in myth, superstition and mysterious fables. The design invokes the mysteries and intrigue of the Orient as well as the complexity of the flavors. It is vital that in the cluttered gin market the design reflects both the characteristics of the flavor profile and also Sacred’s unique approach to distilling”
Sacred’s co-founder, Hilary Whitney, added, “Hart & Jones have created a design of great beauty that is already achieving impressive results with our trade partners. We are delighted with their strategy that puts flavor and aroma at the heart of the brand.”