With the increasing popularity of gin among millennials, Anheuser-Busch InBev’s Labatt Breweries developed a ready-to-drink gin smash, but needed a compelling brand name, look, and personality that would appeal to a new generation of consumers.
Chase Design Group started by exploring a name for the brand that would be approachable, fun, and playful. They hit on the name,Tail Spin, and paired it with a cheeky monkey as a secondary icon for the brand. “We wanted to convey a look of flavorful refreshment mixed with a feeling of heritage inspired by the elegant craft and attention to detail that goes into the creation of a fine gin and its label,” says Dave Carlino, Senior Art Director, Chase Design Group. “Tail Spinis the younger, light-hearted, cheeky millennial grandchild to Grandpa Gin.”
