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.”

“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.”