House Spirits is a distillery with modest ambitions: First to create the world’s most mixable spirit. Then to merely become the brand leader of the entire craft distilling revolution. They were quick to point out that it is, in fact, a revolution; one in which they would be taking a stand against the current state of “premium” spirits, which is dominated largely by commodity products that exist and grow through marketing and distribution muscle—not through quality. Their solution involved creating one gin that satisfied the palates of the connoisseur, but was priced competitively enough to be accessible to the soon-to-be connoisseur. We were tasked with creating a new look, feel and bottle for Aviation Gin, House Spirit’s flagship product. The result was a bottle and graphics that evoke the very jazz age when the Aviation cocktail was first mixed by the head bartender at the Hotel Wallick in New York City. But it does so in a decidedly modern way, a way that reflects and inspires today’s sophisticated cocktail drinker.