Distillerie 3 Lacs launched its core gin and ready to drink lineups with a huge boom in the Quebec market. The brand was rapidly gaining momentum and there was still room to grow. The 3 founders had come up with new products in the luxury spirit’s segment, a Limoncello, a Triple Sec, a Spiced Rum, and a Pink Grapefruit Rum. We needed to bring them to life in a consistent design platform while making sure they would perform in each of the categories they play in.
The brand design architecture was built at the forefront to give us enough elasticity for expansion. The common thread being a fun, daring, human and authentic look and feel, like the 3 founders. We had the latitude for each of the spirits to take on their own personality, reflecting the elements of the spirit it was representing. For the initial Limoncello design, we created a natural and surrealistic graphic world anchored in our land with 3 lakes, melilot flowers, and lemon-characters. The product image represents the balance between botanical naturalness and the unexpected. The Spiced Rum was given papercut design elements speaking to the vanilla notes in the Rum, and a touch of whimsy with siren characters to bring a bit of feminine energy to an otherwise masculine design. We brought the Triple Sec to life leveraging bold, Asian-inspired illustrations of tigers and oranges to create a universe of premium strength, flavour, and personality that we do not often see in this category. For the latest Pink Grapefruit Rum launch, we channeled the 80s Miami vibes of Ocean Drive with a tropical and retro feel. We further enhanced the brand’s digital expression with social posts, animations, digital and in-store banners to support the expansion into specialty spirits.