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, 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 flavour and is adaptable across different product categories and pack formats.
Our brief from Asda was to create a confident spirits range as 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.
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 the range, each filled with colourful illustration and pattern to reflect 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 has 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 a swirling, artistic blend of colours and texture.
Asda’s range of spirit drinks (lower-ABV alternatives to traditional rum, gin and vodka) were also rebranded as part of The Distiller.
Illustration and pattern is 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 entry-level spirit drinks, flavoured gins and gin liqueurs, canned cocktails, and pre-mixed RTDs.
See more of our work for Asda here: Asda Wine Atlas
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