JOCASSEE GIN

In the beginning, all Dark Corner Distillery knew was they wanted to create a gin using a non-traditional approach. Starting with helping concept the brand, we worked closely with their team to develop a comprehensive marketing program—complete with working files specially designed for programming within BrandMuscle’s local marketing automation platform and ad builder solution.

Agency: Marker 23  |  Role: Creative Director

STRATEGIC DIRECTION

With a global resurgence of classic cocktails, craft gins have quickly been gaining market share. Dark Corner Distillery wanted to capitalize on this popularity by creating a gin truely unique to their region. One evening, as founder Joe Fenten sat with friends at nearby Lake Jocassee, the idea for Jocassee Gin was born. Their next nationally distributed spirit would capture all the unique, yet familiar scents and aromas of Lake Jocassee. It would be the perfect gin to bring to the lake, or to bring the lake to you.

Jocassee Gin 
Gin with a southern twist.

Jocassee Gin’s target audience was “lake lifers” and affluent millennials who cherish memories of good times with family and friends. Guided by their brand ethos, we developed strategic messaging and campaign creative to reach them in a variety of ways. Primary branding was supported with pieces specifically tailored to off-premise and on-premise consumer experiences.

PACKAGING + LOGO DESIGN

Because of the entwined nature of Jocassee Gin’s logo and packaging, concepts for both were developed together. Client direction was to explore an art deco design with subtle bling, while giving it a preppy feel that also fit in with their other brands. With a compressed go-to-market timeline, the client asked us to create the brand’s identity while the product was still in development. Accepting the challenge, we worked hard to bring this brand to life.

MARKETING MASTERS

Our assignment for Jocassee Gin was to create a campaign to generate brand awareness and drive sales. However, it also needed to be designed to allow field employees the ability to customize messaging and imagery, all within BrandMuscle’s local marketing automation platform and ad builder system.

BRANDING – LAYOUT 1

BRANDING – LAYOUT 2

BRANDING – LAYOUT 3

OFF-PREMISE – LAYOUT 1

OFF-PREMISE – LAYOUT 2

OFF-PREMISE – LAYOUT 3

ON-PREMISE – LAYOUT 1

ON-PREMISE – LAYOUT 2

ON-PREMISE – LAYOUT 3

CAMPAIGN CREATIVE

Versioning from the marketing masters, we created a variety of campaign materials. While some pieces were created with special formatting for BrandMuscle’s customizable programming, others were created for standard production and distributed to regional managers for accounts nationwide.

COCKTAIL MENUS

POSTERS

COASTERS

BOTTLE NECKERS WITH GIVEAWAY

RECIPE CARDS + SELL SHEET

T-SHIRT