“A clean gin with a depth of flavour; the complexity of juniper marrying with rich floral notes of lavender, chamomile and honey” CORY MASON, CREATOR & MASTER DISTILLER
The Project
Building the foundation for a new brand from the ground up.
The Background
Founded in 2014, Silent Pool Distillers was set up with the vision of creating hand-crafted, premium spirits with uncompromising quality. By the skilful hands of the distillers, each essential ingredient is carefully selected and, where possible, locally sourced. Using only the finest botanicals from nature, the distillers strive to capture the essence and beauty of the Surrey Hills, an Area of Outstanding Natural Beauty. It is hugely important to the company that every stage is overseen with precision, knowledge and exceptional care with every single bottle that is produced by Silent Pool Distillers, including their signature product Silent Pool Gin, entirely crafted within the four walls of the distillery.
The Challenge
Silent Pool Distillers was a local Surrey-based, start up with a great team, an impressive first product in its Silent Pool Gin and big ambitions to build a strong business and a global brand. Working with the founding Directors at such an early stage, the product had yet to be launched, we set out to build the brand from the ground up. With the logo and packaging already in place, the task was to develop and craft a cohesive brand story, firstly to inspire a more emotional reaction in customers and secondly, as a springboard to bring to life a consistent brand experience throughout the customer journey.
The Solution
Working with the founders to agree what they wanted the brand to stand for in people’s minds, we got to the Silent Pool Distillers brand strategy by answering the FOUR fundamental questions: WHY you do what you do, WHO you are, HOW you do things and WHAT exactly it is that you offer.
This formed the foundation for the development of the brand narrative. Building on the founding partners’ vision of what was important to them, it started to define what the brand should stand for, how the team worked, how they saw the future in terms of product range, ideal customers, distribution, and their commercial aspirations.
Moving beyond the beautifully designed logo and iconic bottle, we went deeper into the creation of a relevant and differentiated brand positioning. We developed the following:
Brand Promise
‘The perfect blend of artistry, craftsmanship and attitude’
Brand Statement
‘Nothing we do is standard, none of our spirits have ever been created before.
We have the creativity and expertise to define unique flavour profiles and the skill to express them.
We don’t start with boundaries or perceived notions.
We create whatever we want to because we can.’
