Do we really need another gin brand? Probably not. With a market already flooded with options, it takes something truly exceptional to stand out. Enter ENGINE, an organic Italian gin brand that completely redefines what a gin brand can look like. I can’t stop thinking about this brand, and I’ll tell you why: it’s all about the packaging.
Yes, the gin itself might be excellent, but before I even tasted it, I was hooked. Why? Because I honestly thought I was looking at a bottle of Italian olive oil. That’s how striking and unconventional ENGINE’s packaging is. In an industry where brands often follow a classic aesthetic, ENGINE has thrown out the rulebook and created something entirely new, disruptive, and—dare I say—irresistible.
Standing Out in a Saturated Market
With countless gin brands vying for consumer attention, how do you break through? ENGINE proves the answer lies in distinctive branding. The brand has smashed the traditional gin bottle mold with a look that’s more reminiscent of an automotive product or an artisanal cooking oil. It’s sleek, bold, and stands proudly apart from the sea of sameness on liquor store shelves. Is it an olive oil can. Or, an engine oil can? Either way, it not only stands out with its unique design, but it conveys a retro heritage, and quality as well. You feel good about just looking at this fantastically designed packaging.
The power of ENGINE’s packaging isn’t just in its appearance—it’s in the way it commands attention. When I first saw it, I couldn’t keep my eyes off it. The bold canister-shaped bottle, the industrial aesthetic, and the bright colors are not what you expect when you think of gin, and that’s the point.
The Importance of Distinctive Brand Assets
One of my favorite branding books, “Building Distinctive Brand Assets” by Jenni Romaniuk, speaks directly to what ENGINE is doing. The key lesson: when you can’t be different, be distinctive. Distinctive brand assets—whether it’s packaging, logo, or color scheme—are essential for creating a strong brand identity that not only stands out but remains memorable in a crowded market.
ENGINE has mastered this principle. The packaging isn’t just a container; it’s a statement. It speaks to the brand’s unique positioning as a luxury, organic, Italian gin, while also hinting at something more industrial, more mechanical, more… unexpected. It’s a visual metaphor for the engine of creativity that drives the brand.
Why ENGINE Matters
In a world of copycat branding, ENGINE brings something refreshing. They’ve taken a product as traditional as gin and infused it with personality through daring, distinctive packaging. This is a masterclass in how to break category norms and create something memorable. The packaging does more than just hold the product—it tells a story, and that story is what sets ENGINE apart.
So, do we really need another gin brand? No, but we need brands like ENGINE that aren’t afraid to be distinctive and disrupt the status quo. Congratulations, ENGINE—you’ve smashed it.
