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Ginning Up An
American Brand

Ginning Up An American Brand

For its flagship product, Aviation Gin, Oregon’s own House Spirits wanted to differentiate itself from traditional London dry gin and to otherwise Americanize itself. To develop new packaging, the client turned to Sandstrom Partners to do the job. Design firm head Jack Peterson employed a clear glass bottle with a nearly flask-like shape, Aviation’s label features aircraft imagery with decidedly American typography in order to market the spirit right from the shelf and stand out in contrast to its English competition. Says Peterson: “Up until now, gin has been a spirit closely associated with the English - London dry gin. Aviation is creating the new American gin experience … the bottle and the label are designed to strikingly differentiate the brand from the pack in an American Way.
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