NEW PACKAGING DESIGN FOR WOODSTOCK GIN
Woodstock was built on a positioning of ‘Spirit of the streets, distilled for the world’ with each variant reflection a unique aspect (and address) of Woodstock in Cape Town.
While the authenticity and brand story of Woodstock were liked there was a lack of understanding around the street names and it’s grungy feel failed to support a premium positioning. Novel variants (such as hemp) were intriguing but failed to translate into repeat purchase.
Embracing the new ‘Good Rebel’ positioning we recrafted the Original label, elevating it’s premiumness and introducing more flavour cues.
From watercolours to oils, screen printing to textile design there is a style of art that speaks to every person, expresses every mood and even describes any flavour. with Streetart is the inspiration for Original we designed two new variants ‘Tangerine & Fiery Ginger’ & ‘Brambleberry & Purple Lotus’ variant. The new Untamed Spirit of Woodstock.