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Minus 33

by Theresa Christine Johnson on 08/19/2015 | 3 Minute Read

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It’s been an exciting week for Sam Trett, founder of the spirits LoCa Bev distillery. This week, LoCa launched their first product, Minus 33. UK-based agency Good did brand and package design for the new drink that’s “not gin, something better.”

“Minus 33 is a unique juniper-infused spirit, created and distilled in Britain – and with almost one third fewer calories per serving than many other major brands of gin. Minus 33 is the brainchild of 26-year old entrepreneur Sam Trett, founder of LoCa Bev. Sam spent more than a year in a lab experimenting with creating the best-tasting drink possible that could offer an alternative to traditional spirits. Through a process of constant refinement with feedback from tasting panels, Sam created a botanical spirit at 33 per cent ABV, the most popular choice among the tasters.”

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“The resulting product showcases a clean, crisp design with a simple bottle shape and a label reflecting the brand’s invention story. Each label features the signature of the founder, Sam, and explains the product concept, its flavour profile and calorie content per serving. The label also references the LoCa parent brand, as this is the first of several planned launches by the company.”

Because Minus 33 is a “juniper-infused spirit” rather than gin, and the packaging had to reflect that it is not only something different, but also better. The packaging offers a little bit of something for everyone. At first glance, the bottle appears scientific, which perfectly communicates its lab-tested qualities. Keeping things modern and accessible to a general audience, the name Minus 33 appears at the top in a black, bold sans serif font. The red and black stamps on the front label also give consumers a better idea of the important steps needed to make the beverage and premium quality of the product. There’s even a bit of humor, calling its founder the “Propietor/Geek” and writing “Please experiment responsibly” on the back.

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Sam Trett adds, “We worked incredibly hard to create a brilliant brand in LoCa, and a groundbreaking product in Minus 33 – and to see that reflected in the brilliant designs that are now on shelf is just the icing on the cake. We have an unusual message to communicate – we are not a gin – we’re offering something better than that – but Good has met this challenge head on with a product that makes sense in all elements of design.”

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Designed by: Good

Client: LoCa

Country: United Kingdom

Cities: London and Glasgow

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