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

During the 18th century, Tom created a gin which made entire Europe go crazy for. He was forced to go underground for his survival, only to get transformed as a cat. Only a true Gin Guzzler could find Tom, as he had many places to hide. He would look like a window on a wall one day & like a hole on the door the next. If found, one would whisper “mew” and Tom shall give them his 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.