Old Young’s Juniper Society is a subscription-based program where you sign up for a surprise bottle of gin, delivered to your door every month. The program has been running for 5 years.
Likeable Creative helped Old Young’s launch this ‘gin of the month’ club during COVID.
A challenge for any subscription alcohol services is the trend of reduced drinking rates and program wear out. Early subscriber feedback has been that people look forward to the label design (wondering what the Old Young’s team have thought of next) as much as they look forward to the gin. As such, our role as designers is to surprise and delight a somewhat jaded audience and convince them of the quality of the gift they’ve bought themselves every month.
For Likeable Creative, our label designs are always inspiredby the concept and recipe of the special gin each month. For the 2025 series of Juniper Society labels, we thought that an interesting idea would be topersonify the flavours of the gin by dreaming up what kind of person that ginmight be. The different characters we invented became central to the design.
We also decided to print on clear labels for this set to add another dimension of visual interest. We had to work closely with the printer to overcome colour desaturation issues.
Part of designing each month’s label is also creating ananimated video of the design coming together, which Old Young’s could use on social media to promote subscribing to The Jupiter Society.
