Eden Mill Refresh

INFO

During my tenure at Tangent, I worked on a refresh of the Eden Mill brand, specifically focusing on a few product ranges. Illustrations were always an integral part of Eden Mill’s look, however, the vast majority depicted botanicals and ingredients. This approach became more limiting over time as a lot of products had similar ingredient lists, which meant that it was difficult to brief the illustrator with fresh ideas.

For this refresh, we decided to move away from botanical-based imagery and more towards story-based illustrations, as this approach had worked well for Eden Mill in the past - customers felt the products were interesting and even collectible.

ROLE

Concept Development
Designer

Credit

Illustration
Ella Ginn
3D Render
Scott Russell

Work completed at Tangent

In Eden Mill’s relaunch there were eleven different gins, all of which had quite abstract names. In order to find stories I could brief the illustrator with, I researched myths and legends from St Andrews and the surrounding area as well as stories tied to the ingredients in each of the gins. When briefing the illustrator I aimed to avoid dictating exactly what the final image should look like, but instead gave a brief overview of each story as well as some image and mood prompts.

‘Forbidden’ gin image prompts

Brief for ‘Forbidden’ gin

‘Red Snapper’ gin image prompts

‘Golden Lore’ gin image prompts

‘Forager’ gin image prompts

‘Golf’ gin image prompts

Illustrations with story descriptions

Red Snapper Gin:

Original Gin:

We used this story-led illustration approach on other product ranges, such as their ready-to-drink gin cocktails. It enabled Eden Mill to be more dynamic with their marketing output.

SIAN MACFARLANE