Waymar Gin House

Waymar Gin House is a premium American gin from Waymar Drive in Memphis. We created a full identity system, a custom bottle and a label family that feel collectible, handcrafted and impossible to ignore. The brand voice centres on Revolutionary Libations and the work balances Old World craft cues with bold, contemporary clarity.

The brief

Henry and Jack Perkins asked us to create a compelling story and a shelf presence that sits with the best imports. They wanted something that read handcrafted and historic but never fusty — an identity flexible enough for flavoured extensions, confident for bars and trade, and giftable for premium retail.

Our approach

We defined four guiding ideas — Independence, Tradition, Inventiveness and Adventure — and used them as real constraints rather than optional extras. Those pillars shaped the voice, the emblem work and how the bottle should feel in the hand. The strategic brief was simple: make Waymar feel like a movement, not just a product.

We followed our narrative-first approach for spirits, pairing richly detailed visuals with production-ready decisions so the design works in the real world.

The idea

Everything grew from a single image: a clarion call across a convivial room. That became the bugle motif and inspired the ornamental engraving and roundel elements. We balanced ornament and modernity by letting etching-style linework and botanical detail support a bold, custom wordmark. The identity reads historic at a glance and contemporary when you look closer.

Identity and marks

We built a hierarchy of marks so the brand could flex across every application. The master logo is ornate and theatrical with botanical roundels and a voice line. A compact lockup and a monogram roundel sit below it in the system; the monogram doubles as a social avatar, seal and neck device and hides the founding zip code as a small provenance detail for those who look closely.

All marks were supplied as print-ready vector artwork with documented exclusion zones, minimum sizes and clear misuse rules so the identity behaves consistently.

Bottle and packaging

The bottle is deliberately tactile and collectible. Its silhouette is refined, the shoulders catch light and it feels great in the hand. Labels are typographic-led to evoke quality and prestige. The front label uses the custom wordmark large and proud, with Red and Premium Rose Gold foil used as strategic accents.

Impact

On shelf and in lifestyle settings Waymar reads as a premium, collectible spirit with a clear story. The custom bottle and tactile finishes create an immediate emotional cue for gifting and on-trade placement, while the flexible identity system supports quick flavour extensions that still feel rooted in the brand’s heritage.

Credits
Creative direction & design by Ginger Monkey, Tom Lane
Copy & research by Garrick Webster