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ANNWN DISTILLERY

A branding + packaging project for a startup brand.

INTRODUCTION

A branding and packaging project exploring how a startup distillery could establish credibility in a saturated spirits market, whilst remaining rooted in local Welsh folklore.

Three ANNWN Distillery bottles with wolf head labels: Strawberry Gin with pink cap, Welsh Dry Gin with brown cap, and Spiced Honey Rum with orange cap.

THE CHALLENGE

To avoid relying on cliché craft aesthetics or invented heritage.
Instead, create a brand that feels confident, modern, and intentional.
Every decision was pressure-tested against one question:
Does this add meaning, or just noise?

ANWWN Distillery Strawberry Gin label with strawberry and leaf illustrations, a banner stating OLD DIRECTION, handcrafted with local strawberries, 40% ABV and 700ml.
Black rectangular boxes featuring an illustrated dog face with red ears and the text 'ANNWN DISTILLERY' and 'THE SPIRIT BORN OF SPIRITS' on a dark background.

THE APPROACH

Heavy research focusing on folklore, language, and contemporary spirits branding.
Exploration centred around contrast in clarity and mystery, modernity and myth.
Typography came first with the wordmark, purposely rough around the edges, with captivating visuals and intentional material choice.

Bottle of Annwn Welsh Dry Gin with a label featuring a snarling hound and the text 'You tamed the hound, controlled the spirits, summoned the drink.' on a dark background.

THE OUTCOME

A flexible brand identity and packaging system that feels distinct without the need for theatrics, grounded in atmosphere rather than explanation.
The result is not just a 'packaging' solution, but rather a dark story where the consumer can unlock a new page of wonder with every next sip.

Black background with subtle dark silhouettes of tree branches and leaves.