Madness London Dry Gin

Derrick Lin


Design: Telmo Cuenca – Brand Studio
Location: Ecuador
Project Type: Produced
Client: R-Kray
Product Launch Location: United Kingdom
Packaging Contents: Dry Gin
Packaging Substrate / Materials: Glass bottle
Printing Process: Screen printing

Madness is the base concept for label design for R – Kray London Dry Gin, artisan limited edition in East London, UK.

An optical game of circles that attract and at the same time repel the eyes, but once you focus your eyes the effect disappears and you can only focus on the message “Madness”.

The R-Kray brand was inspired by the Kray Brothers (the Kray Twins) and their illegal activities.