Hidden Gardens.
Brand design
Concept developement
Packaging design
Hidden Gardens.
Brand design
Concept developement
Packaging design
Hidden Gardens.
Brand design
Concept developement
Packaging design
Context.
The premium gin market is highly competitive, especially in London, where many brands rely on similar ideas such as craft production, botanicals, heritage, or historical references.
With Hidden Garden, I wanted to explore how a brand could stand out without using the usual clichés often associated with London or premium spirits.
The goal was not only to design a bottle, but to build a complete brand world supported by storytelling, atmosphere, and a consistent visual identity.
Context.
The premium gin market is highly competitive, especially in London, where many brands rely on similar ideas such as craft production, botanicals, heritage, or historical references.
With Hidden Garden, I wanted to explore how a brand could stand out without using the usual clichés often associated with London or premium spirits.
The goal was not only to design a bottle, but to build a complete brand world supported by storytelling, atmosphere, and a consistent visual identity.
Approach.
At the beginning of the project, I looked for a way to connect the brand to London without using its most recognisable symbols.
This led me to the city's hidden gardens, quiet spaces tucked away behind brick walls, courtyards, and old gates.
These places naturally suggested ideas of rarity, discovery, and elegance, values that felt relevant for a premium gin brand.
Instead of presenting an obvious vision of London, the goal was to reveal a more intimate and unexpected side of the city.
Approach.
At the beginning of the project, I looked for a way to connect the brand to London without using its most recognisable symbols.
This led me to the city's hidden gardens, quiet spaces tucked away behind brick walls, courtyards, and old gates.
These places naturally suggested ideas of rarity, discovery, and elegance, values that felt relevant for a premium gin brand.
Instead of presenting an obvious vision of London, the goal was to reveal a more intimate and unexpected side of the city.
Visual systems.
The system is built around a strong typographic mark that presents the name almost like a sculpted statement, balanced by a quieter symbol that acts as a threshold.
One is direct, the other is suggestive.
This tension continues through the bottle design. The label takes the form of an arch inspired by London gates and greenhouses. Wrapped around the bottle, it creates a continuous shape that reinforces the idea of entering a world waiting to be discovered.
Botanical illustrations inspired by traditional engravings add depth and texture while maintaining a sense of restraint.
The colour palette combines soft ivory, a blue-green tone inspired by London’s hidden gardens, and black accents to create an elegant and mysterious atmosphere.
Together, these elements create a distinctive identity designed to reveal itself gradually rather than demand immediate attention.
Visual systems.
The system is built around a strong typographic mark that presents the name almost like a sculpted statement, balanced by a quieter symbol that acts as a threshold.
One is direct, the other is suggestive.
This tension continues through the bottle design. The label takes the form of an arch inspired by London gates and greenhouses. Wrapped around the bottle, it creates a continuous shape that reinforces the idea of entering a world waiting to be discovered.
Botanical illustrations inspired by traditional engravings add depth and texture while maintaining a sense of restraint.
The colour palette combines soft ivory, a blue-green tone inspired by London’s hidden gardens, and black accents to create an elegant and mysterious atmosphere.
Together, these elements create a distinctive identity designed to reveal itself gradually rather than demand immediate attention.
Font in use.
Font in use.
Lavender Garden Tonic.
Hidden Garden gin, premium tonic water, fresh lavender
A breeze from the South of France. Light and floral, the purest expression of the hidden garden.
Palmore
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr. Ss Tt Uu Vv Ww Xx Yy Zz
Skia
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr. Ss Tt Uu Vv Ww Xx Yy Zz
Lavender Garden Tonic.
Hidden Garden gin, premium tonic water, fresh lavender
A breeze from the South of France. Light and floral, the purest expression of the hidden garden.
Palmore
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr. Ss Tt Uu Vv Ww Xx Yy Zz
Skia
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr. Ss Tt Uu Vv Ww Xx Yy Zz
System in use.
The project was designed as a complete brand system rather than a packaging exercise.
The hidden garden narrative creates opportunities to extend the identity across different touchpoints, including packaging, gifting, communication, editorial content, and brand experiences.
The bottle becomes the entry point into a larger brand world where every element supports the same story.
This approach helps position the brand within the premium segment through a distinctive and consistent identity built on both storytelling and visual execution.
System in use.
The project was designed as a complete brand system rather than a packaging exercise.
The hidden garden narrative creates opportunities to extend the identity across different touchpoints, including packaging, gifting, communication, editorial content, and brand experiences.
The bottle becomes the entry point into a larger brand world where every element supports the same story.
This approach helps position the brand within the premium segment through a distinctive and consistent identity built on both storytelling and visual execution.
Final applications.
Final applications.
