Aureus Vita : Launching
the biggest innovation
in gin this century
Brand Activation, Art Direction, Tone of Voice, digital
Brand Activation, Art Direction, Tone of Voice, digital
How do you rise above the noise in a crowded gin market? It helps if you’ve made the greatest discovery in gin-making for more than 60 years. Which is what Aureus Vita represented. It was made according to the principles of the Golden Ratio, and the related Fibonacci Sequence, which are found repeatedly in the natural world as a mark of harmony and balance amidst the chaos.
Dell ’Anno Studio was commissioned by Master Distiller, John Hall, to be brand guardians of this unique gin, ahead of a major Spring 2025 launch. Aureus Vita already had a brand mark, label and bottle design conceived by Stranger & Stranger and Ark Drinks. Product launch was in the capable hands of multi-award-winning PR Agency The Romans.
Dell’Anno Studio’s task was to create brand world for use across all media, and establish guidelines and tone of voice, key messaging and hero headlines that would position Aureus Vita confidently in the luxury gin market for years to come.
Nick Dell’Anno (Brand Lead/Creative Director) and Jim Rickards (Copy Lead) have worked as a creative team since 2008. But the assignment was substantial and wide-ranging so a multi-disciplinary collaboration was essential, requiring talented creatives from Studio 19 in Plymouth and further afield including:
Jim Rickards
Copywriter
Key Deliverables
Brand Guidelines
Foundation for Brand World
The Book of Phi
Tone of Voice
Sales Comms
Email messaging templates
Trade Buyers pack, concept, design, and copy
Art Direction of 3D Renders
Art Directing photo shoot with Mags Gough
Design and edit of the Book of Phi
Brand Activation for Selfridges
Web concept, creation, content and copy
Social Media strategy and content creation
Brand Activation for Selfridges
3D renders
Photo shoot
We crafted custom gobos to project the bottle's intricate patterns onto the backdrop, seamlessly integrating the brand's aesthetic into every shot.
Brand Guidelines
With so many creative inputs from different agencies already in place - Arc, Stranger and Stranger and The Romans - there was a danger of mixed messaging and brand inconsistency without strong central oversight. The brand guidelines and Tone of Voice needed to collate the existing creative work and make it cohesive and meaningful in a single, easy-to-reference place.
Once they were agreed, we then needed to call in the team to curate the brand and creative and bring it all to life in print, social media and web for both trade and consumer.
Aureus Vita was launched on 4th March 2025. We are proud to have been a part of bringing this extraordinary gin to the world. Tasting is believing. And we’ve tasted quite a bit. Purely for research purposes.