Lilou Gin

Lilou, Gin’s not dead

Destiny Spirits commissioned us to design their first gin: Lilou NY Salted Gin. Its visual identity and packaging had to capture Lilou’s journey of discovery — from her native Provence to New York City — as she set out to break the rules and reveal the duality that lives within us all.That’s why Lilou is labeled upside down, opening a window into her lavender-hued soul, and blending the chic charm of the Côte d’Azur with artistic, urban references to Manhattan life.

To crown this gin — crafted with a selection of botanicals from Provence and a subtle saline, mineral touch from oysters — we designed a cap/headpiece that fuses punk metal attitude with the optical illusion of a black-and-white spiral. Lilou gin is different. It’s mysterious. It’s sexy.