THE CHALLENGE

Gin Chino 24, an Italian family-owned business reached out to me with the challenge of designing a colorful and pop brand language for their handcrafted gin. Gin Chino 24 is all about celebrating the memory of the grandfather Chino: a cook, a traveler, a farmer, and most importantly, a dreamer. The challenge was to encapsulate Chino's multifaceted life and vibrant personality into a label that would stand out on shelves and resonate with a premium segment of consumers. This required a deep understanding of Chino's passions and the ability to translate them into visual elements that convey both the heritage and the spirited essence of the brand.

How might we develop a vibrant, premium and pop brand language for Gin Chino 24 that would encapsulate the memory of grandfather Chino's multifaceted life yet resonate with consumers who did not know him personally?

THE OUTCOME

The redesigned label for Gin Chino 24 is a vivid tapestry of illustrations and colors that reflect Chino's energy and passions. References to his diverse interests are subtly woven into the design, creating a rich narrative that customers can connect with, as well as a pattern that can be repurposed on different brand touchpoints. By using tools such as Miro for workshop facilitation and closely co-creating with the Porta family, we developed a label that is both modern and nostalgic. This way we ensured that the final product not only honored Chino's legacy, but also appeals to a broader audience than those who knew him. This project exemplifies the power of storytelling through design and the importance of family heritage in branding.