Freedom to Assemble. The spirit greater than the sum of its parts.
Scope: Brand Strategy, Brand Creation, Brand Identity, Packaging Design, Brand World.
Brought to you by women-owned and LGBTQ–led Republic Restoratives Distillery, Assembly is more than a delicious Gin, it’s a spirit. Launched at a challenging time for America, Assembly creates a voice that speaks up and promotes ‘freedom of assembly’ in the wake of draconian anti-protest bills.
In a saturated market, it’s a Gin like no other. With savoury flavours of Tomato leaf, Olive leaf, Oregano and Fennel Seed, it is designed to leave a bitter taste in the mouth of discrimination. Inspired by the visual language of marches past and present, the design sets the tone for protest and features typefaces from ‘Vocal Type’ – a foundry campaigning for more diverse talent within the design industry. The brand name brings together the Gin’s purpose and process, whether people or ingredients the power is in the Assembly.
Decades in the making and rallied by their community, Republic Restoratives are once again doing what they do best – distilling and disrupting.