Define Design & Strategy

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The client

Pilcrow Spirits is a distillery that prioritises the creation of high-quality spirits while making them accessible. With a passion for craft and attention to detail, the have a focus towards creating refreshingly modern brands. Pilcrow Spirits believes that everyone should be able to enjoy a well-crafted drink, which is why they strive to make their spirits both affordable and exceptional in quality.

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THE BRIEF

The objective was to define the brand story and identity system for a new gin, with the vision of establishing a packaging design that would carve out a unique position in India's gin market. The brand aimed to unite striking design, a signature flavour, and a passionate gin-drinking community. The ultimate goal was to create a memorable brand by crafting an immersive and impactful narrative that resonated with consumers.

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Defining the Brand

Define crafted a captivating narrative for the product by creating an intriguing name and opting for an illustrative approach that would stand out on store shelves. The goal was to establish strong graphic recall for the brand. Thus, 'Terry Sent Me!' was born, inspired by the speakeasy passwords of the 1930s. Back then, uttering 'Terry Sent Me' at the right door granted access to exclusive privileges for only the boldest individuals. We aimed to capture that sense of thrill and mystery, while also highlighting that this brand offered a 'spirited' escape into exciting, adventurous times.

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Brand Attributes

Thrilling

Aspirational

Fascinating

Enigmatic

Witty

The gin label featured a meticulously illustrated artwork that brought the essence of mystery to life. The scene depicted a dimly lit, speakeasy-style bar, hidden behind a veil of secrecy. Shadowy figures lingered around the bar, each immersed in whispered conversations, while soft light filtered through vintage chandeliers, casting dramatic contrasts on the walls. The design played with elements of intrigue—velvet curtains, hidden doorways, and subtle details that hinted at untold stories. This artwork captured the spirit of a time when exclusive bars were hidden gems, inviting only the bold and adventurous to experience their secrets, perfectly aligning with the brand's narrative of thrill and discovery.

Terry Sent Me! launched in September of 2022 and is an interpretation of a contemporary Indian gin. The gin is made with a “secret blend of exotic botanicals” and is a loving ode to the rebellious spirit of the Prohibition era — and those who embody it. Priced at INR 1500, its the perfect segment the target audience which is urban, well traveled and money-conscious consumers who fall under the age group of 21-38.

The brand aspires to be the choice of drink for most consumers in the Indian market. Its quality and price will help replace existing brands as a pouring drink in cocktails which forms nearly 20% of the market, and become a go-to Gin for home consumption. Terry Sent Me! is a result of a vision to make quality drinking accessible. Picture yourself walking into a store, and there it is, ‘Terry Sent Me!’—a name that piques your curiosity and sparks your sense of adventure. It’s like a secret code to an exclusive club of excitement and mystery. You can’t help but wonder what lies behind those magical words. ‘Terry Sent Me!’ captures that essence of excitement and adventure, making every sip feel like a journey into a different era.

Terry Sent Me!

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