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Shetland Reel Distillery produces high quality, handcrafted gin at a small distillery located on the northernly most point of the UK. We were asked to re-fresh the Shetland Reel brand, modernise it and align it with their simple craftsmanship yet high quality product. 


Reflecting Shetland Reel's unique location was key when building the Shetland Reel blueprint. Positioned on the northern tip of Unst, the distillery is infact closer to Norway that mainland Scotland. This brings a strong nordic influence to the island and we wanted to reflect that through the brand typography. A handcrafted map graphic features on the product closure which tells more of this story and together with the now iconic soft colour ways of the bottles reflecting the landscape, sea and sunrises on the island create a unique aesthetic which stands out on a gantry or supermarket shelf.

Credit Work completed while at 442 Design


We refreshed their brand and re-designed their bottle resulting in increased brand awareness, loyalty and increased sales which led to Shetland Reel striking an exclusive deal with an major UK supermarket deal. Their now well developed range of flavours are now available on trade, retail and on-line.

To find out more about this project or to discuss how we can make a difference to your product, email us at'd love to hear from you.

Significant Others Design Studio
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