the project:
Ian Thompson wanted to make a distinctive gin that captured the spirit of his beloved Yorkshire Dales. A novice, he installed a small copper still in his cellar at the family home. After lots of experimentation with lots of botanicals, he developed an artisanal recipe that perfectly expresses the Dales in mood, method, ingredients and flavour. Sing Gin was born! But before it could go to market, the gin needed a strong brand platform and verbal identity in order to make a splash in a busy marketplace.
The gin was swimming in irresistible USPs – it’s made by the family at their home distillery in Kettlesing (the Domesday Book village that inspired the Sing Gin name)… Some of the gin’s ingredients are grown in the garden behind the distillery…. The family crush their botanicals by hand in a giant mortar and pestle… And unusually for a gin, it’s crafted from grape rather than grain. Duly inspired, we developed a complete brand platform including brand values and tone of voice, brand story, a full suite of launch materials, and web copy. Every element was crafted to appeal to connoisseurs, trade, and general gin lovers. Less than a year post-launch, Sing Gin received prestigious IWSC awards and listings in Fortnum & Mason where it was November 2018 ‘Spirit of the Month’.
Richard Thompson, co-owner and Ian’s son, said, ‘Working with Natalie has been awesome. The spirits market is incredibly competitive and ‘brand experience’ is a key consumer driver. It was therefore essential to develop a brand platform and tone of voice to breathe life into our USPs, take consumers on a journey, and carve our niche. As a family business, our reputation is built on good working relationships, and every time we meet with Natalie, she always has a smile on her face – that goes a long way with us! We’re looking forward to working with Natalie into the future as we grow our brand.’
my services:
Tone of voice, brand story, Brand strategy & articulation, Web copy, Copy origination, Copywriting, Brand film
