Packaging
As the brand prepares for a modern relaunch, two distinct packaging directions were developed that reinterpret its history for different target audiences.
The first design targets an older audience by highlighting the brand’s rich heritage. The scenes of old and new Brooklyn with an anchor at the center was illustrated — symbolizing the brand’s long-standing presence and reliability. The anchor serves as a visual metaphor for time travel, connecting generations through taste and tradition.
The second design targets the younger audience. A playful, conversational approach was taken. Using bold typography — with phrases like “Gin or Gym?” — the design speaks directly to a new generation that values humor, individuality, and cultural relevance.