November 7, 2010

"Averell" label design

I designed this label and logo for a new gin called Averell. It's a "damson gin", which is made by macerating damson plums in gin for 3-6 months, then sweetening it. It's a very old-school gin liqueur, and a kissing cousin to the more well-known Sloe Gin. The name Averell comes from Averell Harriman, an American politician, businessman, and diplomat.

The product itself comes from upstate New York. It's distilled in the Finger Lakes region of Burdett, and the plums come from an orchard in Geneva, NY, at the northern edge of Seneca Lake (hence the Seneca Lake boathouse illustration). It's been available for purchase for about a month at, where you can also read more about the Damson plum. Keep an eye out for it at actual liquor stores soon, and check out a couple of good cocktail recipes here.

As for the design, I was asked to keep it as simple and clean as possible, and with minimal color application. They really wanted the color of the damson-infused gin to stand out more than anything (to which these photos don't quite give full justice)


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