GRAPHIC: Brand Identity




Gin Bothy


Hipflask Spirits is a new, disruptive Scottish brand in the spirit category. Launching with Golden Spiced Rum and Sloe Bramble Liqueur, the compact 20cl Hipflask bottle is full of character – a free spirit – distinct and original. Our challenge was to create a brand story that would capture this unique essence, differentiate in the category, and attract listings from the major retailers.

Hipflask Spirits is to be Gin Bothy’s mass market brand. It should appeal to a cool, hipster, younger (18-35) audience in comparison to client’s existing higher end products. It is edgier than most gins. It is experimental with diverse flavours. Hipflask is a drink that fits in your pocket to be enjoyed on social adventures, such as a day at the rugby, out on a hike or at a wedding… The client wanted Hipflask Spirits to become a brand that would inspire and influence its customer, the social adventurers.

We wanted to create a something that would appeal to those with a thirst for adventure. Our brand positioning is inspired by the spirit of the wanderer and the culture of the road. Brand symbols inspired by the secret traveller's code were created as a core language of the brand. The brand style is deliberately handwritten, bold, and unstructured. The brand narrative and personality are all about freedom and escape – a bottle that fits in your pocket – a spirit drunk neat, made for the open road and hills. This is a brand for those who tread the path less travelled – for the trailblazers among us.

As well as social media channels and a dedicated landing page, we developed a suite of adverts using striking imagery of outdoor scenes, such as a lone surfer holding his board, a newly married couple rowing in an open a canoe, hilltop views etc… The Hipflask tribe would be heavily influenced by wanderlust and adventure and we set out to create something exciting that they would not be able to resist.  This direct to consumer campaign on social media resulted in an immediate uplift in online sales. Aldi has committed to stocking Hipflask Spirits in every Scottish store starting from April 2021.

For those with a thirst for adventure. The journey starts here…