TuB Design & Branding TUB SIX-SHOOTER by Red Tettemer O'Connell + Partners

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Industry Gin
Media Design & Branding
Market United States
Agency Red Tettemer O'Connell + Partners
Associate Creative Director Steve Thompson
Released December 2011

Credits & Description

Category: i. Own Label and Private Label brands
Product/Service: TUB GIN
Chief Creative Officer: Steve Red (Red Tettemer + Partners)
Executive Creative Officer: Steve O'Connell (Red Tettemer + Partners)
Associate Creative Director: Steve Thompson (Red Tettemer + Partners)
Studio Director: Joe Zoltek (Red Tettemer + Partners)
Managing Partner: Carla Mote (Red Tettemer + Partners)
Account Manager: Cate Mahoney (Red Tettemer + Partners)
Media placement: Hand Delivery - Distributed To Sales Reps - Dec. 1 / 2011
Media placement: Courrier Delivery - Distributed To Media Contacts - Dec. 1 / 2011

Describe the brief from the client
TuB Gin is a small batch, hand-crafted, spirit distilled by Peachstreet Distillers of Palisade, Colorado.

The goal was to create a unique package that can be used to sample the product to members of the media, prospective distribution partners, and bars. The final design must be unique to the brand and go beyond the traditional printed box.

Final design should communicate/have elements of:
- Outlaw/Gangster
- Prohibition Era
- Bootlegger
- Working class
- Hand crafted
- Rock & Roll
- Vice

Describe the challenges and key objectives
• Create a unique and memorable package for TuB Gin

• Communicate the brand ethos and identity with minimal text

• Create a package that will hold up in transport

Describe how you arrived at the final design
We analysed the iconography employed by the brand and brainstormed around a design that could communicate all of these things in a nuanced yet bold fashion.

The brand uses the revolver - or 'six shooter' as they used to be called - on their bottle and collateral materials. From there we decided to fashion our package after the cylinder of a gun. Since these weapons traditionally only had 6 shots before you reload, we also like the tie-in with 6 shots of liquor and the subtle reference to the 6-pack of beer that's traditionally associated with working class drinkers.

Give some indication of how successful the outcome was in the market
There's a definite 'wow' factor when people receive the six shooter. Upon seeing the piece they realise they're about to experience the unique world of TuB Gin. Feedback from the field has been positive, and the client has seen results in increased sales and press attention.