We began by uncovering powerful INSIGHTS rooted in a real-world story: Wolf Spirit’s Master Distiller and his rescued pit bull—a contradiction that is both tough and deeply warm. These insights shaped a clear STRATEGY to intentionally break from a category fueled by traditional cues and stodgy, aristocratic imagery. From there, we explored STRUCTURE DESIGN, creating packaging forms that balance strength with refinement and stand apart on-shelf. We then brought the story to life through BRAND DESIGN & PACKAGE GRAPHICS, visually expressing the dog’s dual nature—bold at first glance, yet playful and tender up close—alongside botanicals that cue flavor and refinement. Finally, we delivered PRODUCTION files, ensuring the brand translated seamlessly from story to shelf with clarity, craft, and disruptive presence.
With its unconventional design and emotionally resonant storytelling, Mr. Pickles immediately differentiated itself on-shelf—capturing retailer attention, securing placement in 5 of the top U.S. supermarket chains, and positioning the brand as a modern, charismatic contender in the craft gin space.
