Following our full strategic repositioning and rebranding of The Lakes Distillery, we created the master visual and global launch campaign of their repackaged gin. The Lakes Gin is inspired by the majestic Lake District National Park and made using a long, slow and gentle distillation in a traditional copper pot still. The luxury of time and the Lake District landscape inspired the campaign. We worked with the photographer Susan Castillo to reflect these key themes. The copper ‘water’ ripples represent time, the silk landscape the gin’s luxurious smoothness. Susan’s painstaking attention to detail, meticulous process and commitment to quality, irrespective of time, made her the perfect match. We designed the master visual to work across all media and formats. The campaign was intended to lead in Global Travel Retail and specialist retailers. However, launched during the global pandemic, our strategy pivoted to prioritise digital. We created a toolkit of digital content to support marketing across LinkedIn, Instagram, Twitter, email and the distillery website.