Wheeler’s Western Dry Gin

Derrick Lin


Designed by Sasquatch Advertising
Country: United States
Art Director/Designer: Kristin Casaletto
Creative Director: Ben Jenkins

Santa Fe Spirits was introducing a gin that incorporated local SW botanicals. George Wheeler was a prominent figure in early New Mexico geographical history, so we took inspiration (and name) from him.

The design incorporates a matte black label with silver foil and emboss. At the center of an ornate design is a compass rose as a subtle nod to George Wheeler’s surveys.

Many liquor stores have committed to carrying Wheeler’s Gin based solely on the package design, without even trying the liquor first.