jigger drinks
Jigger is a Chilean spirits brand: Jigger Drinks, the parent brand, makes flavoured ready-to-drink spirits, and Jigger Gin is its craft gin. It built its name in bars and restaurants. As it started selling straight to people, through its own online store, liquor stores like Tost and Opera, and bars at weddings, the old label wasn't doing the job. It had always had a bartender next to it to explain the product. Now it had to sell itself.
We rebuilt the brand from scratch around a legend we wrote for it: a distiller hidden in the mountains finds the perfect recipe, and a snake guarding it bites him. The snake became the gin's label, and the legend became the brand's voice.
Made at Tinta Picante, the studio I run with my brother. I hand-lettered the new logo, drew the illustrations and did a large part of the labels; we built the concept, the rest of the system and the campaign graphics together.
Photography by @procacciof.
Before: a label made for bartenders, not for shelves.
Jigger Drinks is the parent brand; Jigger Gin, its craft gin.
Hand-lettered, not a font. Dozens of Jiggers in the sketchbook before the final one.
From the full lockup down to a single jigger.
Early snakes coiled around fruit. Wrapping the final one around a jigger tied it to the name.
A snake for the gin, a devil in a jigger for the mixers, and a fruit for every flavour.
One system, three labels. Same frame, same header, same type. What changes is the story in the middle and one colour.
The same type and illustrations, made to post every week. Campaign graphics made with my brother at Tinta Picante.
