Type of applicant company

设计机构

Country

英国

Company Website

https://www.jdoglobal.com/

Images

Brand of the Product

Mermaid Gin

Designer Name

Ben Oates

Position of Designer

Group Creative Director

Target Consumer

Mermaid Gin’s target audience consists of discerning gin lovers who are ready to explore and discover unique, high-quality spirits. These individuals appreciate the finer details of craftsmanship and are willing to invest in a premium experience. They are typically aged 30-55, educated, and have an affinity for luxury products that offer exclusivity and elegance.

Distribution Channels

杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Positioning

奢侈品 Luxury

Design Story

When the Isle of Wight Distillery approached JDO, they weren’t simply looking for a redesign—they sought a complete transformation. Mermaid Gin, crafted "of and from the sea," aspired to become one of England's top ten premium distillers. The challenge was clear: the brand needed to mesmerise, linger in the memory, and ultimately become an icon.
JDO saw this as an opportunity to elevate a deeply local story—the Isle of Wight’s maritime heritage—into one with universal appeal. Drawing inspiration from the mythos of mermaids, the agency crafted a narrative that imbued the brand with sophistication, allure, and untamed beauty. This approach brought the brand’s promise of an exclusive, luxurious, and otherworldly experience to life, paving the way for its global success.

The creative strategy centred on the duality embodied by mermaids—creatures of both land and sea, wild yet serene. This concept, defined as the “Mermaid Moment,” captured the space between opposites: day and night, chaos and calm, doubt and belief. This duality formed the foundation of the design, which sought to transform ordinary moments into extraordinary experiences.

The visual identity reflects this enchanted duality. The logo features gilded typography and a detailed mermaid illustration, drawing from the Isle of Wight’s rich maritime heritage. The most striking element, however, was the bespoke bottle structure. Inspired by the shimmering scales of a mermaid’s tail, the bottle elevated a functional object into a work of art. It not only caught the eye but stirred the imagination, evoking the untameable spirit of the sea.

The design process wasn’t without challenges. Initially, production teams claimed that creating an unbroken pattern of scales was impossible. But JDO refused to compromise. Through persistence and innovation, the agency achieved a flawless design that set the bottle apart and exceeded expectations.

Since its launch, Mermaid Gin has become an object of desire. The bottle, frequently resold on platforms like eBay, has become a collector’s item, further solidifying the brand’s exclusivity. The design’s success was confirmed when Mermaid Gin earned a gold medal at the International Wine and Spirits Challenge, cementing its position as an international icon in the premium spirits world.

Mermaid Gin’s design has been commercially triumphant, now sold nationwide at prestigious retailers like Harrods and expanding into international markets, including the United States. The range has also grown with new variants, Mermaid Pink and Mermaid Zest. With a design that encapsulates the brand’s enchanting essence through outstanding beauty and precision, Mermaid Gin continues to elevate the ordinary to the extraordinary, ensuring its place in the global market for years to come.

Highlights

Tall and lithe, the bespoke structure features mermaid scales flowing seamlessly around the bottle, creating movement and a captivating dance of light. The colour of the glass transitions from deep blue to turquoise, evoking imagery of shimmering seas and the beauty of transformation.
A true feat of artistry and technical skill, the breathtaking bottle embodies the compelling narrative of the Mermaid Moment through colour and its intricate pattern of scales. Wrapped gracefully and seamlessly around the bottle, these scales offer a tactile, sensory experience that elevates Mermaid Gin and sets it apart.
The design overcame significant production challenges. Initial attempts to create an unbroken pattern of scales were deemed impossible. However, through persistence and innovation, JDO’s team achieved a flawless design that now serves as a symbol of the brand’s commitment to craftsmanship and beauty. The bottle’s structure is not merely a functional container; it is an iconic work of art, making a bold statement both on shelves and in the hands of collectors.

Market Performance

After its redesign, Mermaid Gin made significant waves both in the UK and internationally. The brand has experienced steady growth, evolving from a local gem to a nationally recognised treasure. Its presence in prestigious retailers like Harrods is a testament to its appeal to the discerning tastes of gin connoisseurs. Moreover, Mermaid Gin’s expansion into the U.S. market signifies its growing influence as a premium product with international appeal. According to an article in Gin Magazine (2020), the Isle of Wight Distillery’s commitment to quality and innovation has been pivotal in positioning Mermaid Gin as a sought-after brand. This international recognition was further affirmed by The Spirits Business (2023), as the gin continues to captivate new markets with its luxurious branding and exceptional taste.

Material（For concept works, please choose the material you plan to use）

木质 Wood; 其他 玻璃 Glass

Craft

The production of this bottle involved cutting-edge technology, including precision moulding and glass crafting, to ensure the seamless flow of scales and a smooth transition in the glass from deep blue to turquoise. These technologies are not widely used in everyday packaging, making the design truly unique.

The combination of high-quality glass craftsmanship, bespoke design, and technical innovation has resulted in a bottle that is a true work of art. Its creation was a carefully executed balance of artistic vision and robust manufacturing, reinforcing the premium nature of Mermaid Gin. This approach sets the brand apart in a competitive market, where design and quality are paramount to achieving international recognition and appeal.

Does the design solve the problems that are common across the product category? If so, please explain.

Research shows that gin enthusiasts often retain only a portion of the product information offered by brands. Mermaid Gin builds its brand story around emotional connections, smartly leveraging gin’s role as an “gateway spirit” among liquors. From this foundation, it developed the concept of the "Mermaid Moment": transitioning from work to leisure, from day to night. This ethereal quality is reflected in the bottle design through its gradient hues, embodying both category traits and leaving a lasting impression of the brand.

What functional designs of the work have enhanced the user experience?

The functional design of Mermaid Gin’s bottle enhances the user experience through its tactile, seamless mermaid scale pattern, which creates a sensory interaction. The bespoke structure not only adds visual appeal but also provides an intriging grip. The smooth glass transition from deep blue to turquoise reflects the essence of the brand, while the elegant gilded typography reinforces its premium quality. This combination of design elements makes the bottle both visually striking and user-friendly, ensuring it stands out on shelves and offers a memorable, immersive experience for consumers.

Did the design help increase the sales performance of the product? If so, please give related evidence.

The redesign of Mermaid Gin's bottle played a pivotal role in driving the brand's sales performance. According to the Telegraph, the new design has contributed to a 170% increase in sales since launch, proving its effectiveness in attracting consumer attention and boosting demand. The bottle’s striking appearance helped establish Mermaid Gin as a visually distinct product on shelves, reinforcing its premium positioning.

The redesigned bottle has not only captured the interest of gin connoisseurs in the UK but also supported the brand’s expansion into international markets, including the United States. According to The Spirits Business (2023), this expansion has been key to Mermaid Gin's growing influence as a global premium product. Furthermore, the bottle’s appeal extends beyond aesthetics—it has become a sought-after collector's item, further driving demand.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Mermaid Gin's design integrates sustainability into its core, positively impacting both the environment and the brand's market position.

The bottle design reflects this commitment: it's crafted from 100% natural materials, decorated with biodegradable paint, and features a tamperproof seal made from compostable corn and potato starch.

The distillery has achieved Net Zero status by offsetting its carbon emissions through projects like seagrass restoration in Puerto Rico and community forestry in East Timor.

These sustainable practices have not only reduced environmental impact but also enhanced the brand's appeal to eco-conscious consumers, contributing to its commercial success. The distillery's dedication to sustainability has been recognised with B Corp certification, awarded to businesses meeting high standards of social and environmental performance.