Distilling the spirit of adventure with McQueen Gin

Following the recent launch of its refreshed identity, we could not be more excited to look back at the evolution of the McQueen Gin brand over the last two years.

Nothing makes us happier than helping grow a client’s brand and seeing our relationship grow with it. Working with the fantastic folks (and products) of McQueen Gin has been a >GREAT example of this in action.

We’ve come a long way together; creating a clear and consistent identity to help this unique rural gin brand keep pace with its rapidly growing popularity. It didn’t happen overnight. It required a carefully planned journey, taken one step at a time – building strong trust as well as a strong brand.


Every brand journey needs a map

With a fantastic range of world-first flavoured craft gins, it was clear that McQueen Gin had the potential to be a huge name in the gin market and needed a style and voice to match its aspirations. However, it was important not to leap too far too fast.

Following an in-depth brand planning workshop, we developed a strategic long-term marketing plan to evolve the brand and differentiate McQueen Gin from the rest of today’s hyper-congested gin market; at a pace that would be accepted by both the founders of the brand and its existing loyal customers.

Turning a journey into an adventure

Setting out on this journey, one of our major ambitions was to bring out the adventurous personality of McQueen Gin; allowing the brand to better connect with the brave and curious gin drinkers of the world.

McQueen Gin has since transformed from an innovative but understated craft gin from Callander, Scotland; into the bold, confident and nationally-recognised gin brand consumers know and love today.

Discover the new identity of this ‘Adventurous Scottish Spirit’ below and learn more about how we worked with McQueen Gin to successfully plot the map for this >GREAT brand building journey, in our full McQueen Gin case study.