Tom & Mew

BRAND NAME
BRAND CONCEPT
IDENTITY DESIGN
PACKAGING DESIGN
COMMUNICATION DESIGN

BRIEF

To launch a Gin brand for the Indian audience. The brand can be quirky and should reflect gin's rich history through the brand story and identity.

INSPIRATION

GIN CRAZE

The Gin Craze was a period in the first half of the 18th century when the consumption of gin increased rapidly in Great Britain, especially in London. When it became illegal to sell gin without a license. The first-ever vending machine was created to illegally smuggle the liquor.

The Puss and Mew machines were doors or windows in the shape of a cat. Its tail/paw was a pipe. If you wanted gin, you whispered “puss”. If the seller had gin to give, the cat would say “Mew”. When you put money into the mouth of the cat, some gin would come out of the tail/paw.

CONCEPT

In the 18th century, Tom distilled a gin that sent all of Europe into a frenzy. To escape the ensuing chaos, he slipped into hiding. Taking the form of a cat. Only the most devoted gin-lovers could track him down, for Tom had countless clever hiding spots. One day he might appear as a false window in a wall; the next, a small hole in a door. And if you managed to find him, a whispered “mew” would prompt Tom to share his legendary creation.

The identity is inspired by 18th-century typography and a cat. The ampersand is an amalgamation of the letter and the mammal.

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Tom is a smuggler with a face of a cat. Illustration style is inspired by 18th-century line art. The muted color scheme adds to the whole vintage theme.

The character is designed to give the brand a more relatable & recognizable face.