A case study in spirits branding: concentrating colour and flavour for
The Distiller
Barlow & Co. partnered with Asda to rebrand The Distiller range of entry-level spirit drinks, flavoured gins and gin liqueurs, ready-to-drink canned cocktails, and pre-mixed RTDs.
The result is a colourful and contemporary range of drinks, united by a simple but bold graphic ‘D’ that captures the flavour of the drink, and is adaptable across different product categories and pack formats.
Our brief from Asda was to create a confident spirits range was a viable alternative to the leading brands.
The desire was to create a new brand that would be adaptable across different liquids and pack formats, as well as expanding into a new range of lower-alcohol spirit drinks.
The existing ‘steampunk’ brand for The Distiller was cumbersome and dated. Barlow & Co. we asked to explore how we could update The Distiller brand, both stylistically and positionally, based on market trends.
What we did
— Brand positioning
— Range planning and strategy
— Visual identity and guidelines
— Label and packaging design
— Artwork and production
We created a bold and graphic ‘D’ monogram that would feature across every product to bring the range together. Each monogram is filled with colourful illustration and pattern that reflects the style, flavour and vibrancy of the liquid inside.
By ‘distilling’ the brand to a simple form, concentrated with flavour, we have created a recognisable brand device for The Distiller that can be translated across cans, bottles, packaging and marketing.
Each of The Distiller ranges had a unique illustration style that creates an identifiable sub-range and link between the products.
For example, the RTD cocktail cans are illustrated with bold, graphic fruit flavours, the 70cl bottles of spirits have patterns that evoke the category cues of gin, vodka and rum, and the flavoured gins and liqueurs have an swirling, artistic blend of colours and texture.
Asda’s range of spirit drinks (lower-ABV alternatives to traditional Rum, Gin and Vodka) were also introduced rebranded as part of The Distiller Range.
Creating new brand names that included that intended style of the spirit drinks – eg. The RUM Distiller – reassures customers as to the intended flavours and use of the spirit drinks.
Illustration and pattern is also used to add category cues, for example the blue Caribbean palm trees for Rum, and the red constructivist-style graphics for Vodka.
The new brand for The Distiller launched across Asda stores in 2025, with sixteen different SKUs including canned cocktails and RTDs, flavoured gins and gin liqueurs, and spirit drinks.
See more of our work for Asda here: Asda Wine Atlas
More case studies
-
![Brand creation and design for Marks and Spencer Found wines M&S]()
How we journeyed off the beaten track for a new M&S range
-
![Creating Trust Water with The Drinks Trust - the first water brand to support the drinks industry]()
How we helped The Drinks Trust create positive ripples in water
-
![Brand design for McGuigan Zero wines – the UK’s number one non-alcoholic still wine]()
Proudly McGuigan, globally recognisable, unashamedly alcohol-free
-
![]()
Creating a contemporary identity for Bluebell Vineyard Estates
-
![IGO canned spanish rosé wine]()
Creating the first canned Spanish rosé for Pol Roger
-
![]()
How we created a new wine brand with cracking flavour
-
![Tesco Finest case study]()
How we gave Tesco Finest wines a hallmark of quality
-
![Tesco Finest case study]()
How we gave Tesco Finest wines a hallmark of quality across the range
