Baskerville Gin

Deliverables

Brand Development | Packaging | Research

year

2026

client / context

Case Study on AI Usage in Design

Baskerville Gin is a brand concept rooted in literary heritage and English countryside character, drawing direct inspiration from Arthur Conan Doyle's iconic tale, The Hound of the Baskervilles. Designed as a London Dry Gin, the brand leans into a maximalist aesthetic that conjures the atmosphere of weathered hunting cabins, ancestral portraiture, and the rich, layered beauty of traditional English estate life. Baskerville is not simply a spirit; it is an experience shaped by narrative, nostalgia, and craft.

Creating the Brand

Creating the Brand

The visual identity of Baskerville Gin was built around a maximalist design philosophy, drawing from the ornate visual language of Victorian England. Inspiration was sourced from antique oil paintings of dogs, Illustrative label design, and the dense decorative motifs found in English country estate interiors. The resulting aesthetic strikes a balance between darkness and airy. Commanding enough to feel storied, yet inviting enough to entice a wide range of consumers. Typography, illustrated elements, and color palette were all selected to reinforce a sense of heritage and place, evoking a brand story where every detail carries history.

The visual identity of Baskerville Gin was built around a maximalist design philosophy, drawing from the ornate visual language of Victorian England. Inspiration was sourced from antique oil paintings of dogs, Illustrative label design, and the dense decorative motifs found in English country estate interiors. The resulting aesthetic strikes a balance between darkness and airy. Commanding enough to feel storied, yet inviting enough to entice a wide range of consumers. Typography, illustrated elements, and color palette were all selected to reinforce a sense of heritage and place, evoking a brand story where every detail carries history.

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Developing Visuals

Developing Visuals

All illustrative elements were created with the assistance of AI. Using Adobe Firefly with the Gemini 2.5 plugin, a photobashed reference image was developed in Photoshop and refined to remove unintended visual and color influence from source material. Once imported into Firefly, the reference image was iterated through multiple rounds of generation before the final illustration was selected.

All illustrative elements were created with the assistance of AI. Using Adobe Firefly with the Gemini 2.5 plugin, a photobashed reference image was developed in Photoshop and refined to remove unintended visual and color influence from source material. Once imported into Firefly, the reference image was iterated through multiple rounds of generation before the final illustration was selected.

Prompt

Painting of a irish wolfhound dog with spiked collar, baring teeth, close up portrait, in renaissance style, rich textured brushstrokes, textured canvas, dark background.

Spring Equinox

Golden Summer

Autumn Orchard

Highland Winter

Label creation

Label creation

One of the most distinctive features of Baskerville Gin is its seasonal label system. Each small-batch release receives a custom label designed to shift alongside changing flavor profiles throughout the year. The packaging makes deliberate use of both front and back labels, with the back label engineered to remain visible through the glass. Creating a layered, near three-dimensional effect when viewed from the front. This technique transforms the bottle into a design object in its own right, rewarding close inspection and lending each seasonal release the quality of a collectible edition.

One of the most distinctive features of Baskerville Gin is its seasonal label system. Each small-batch release receives a custom label designed to shift alongside changing flavor profiles throughout the year. The packaging makes deliberate use of both front and back labels, with the back label engineered to remain visible through the glass. Creating a layered, near three-dimensional effect when viewed from the front. This technique transforms the bottle into a design object in its own right, rewarding close inspection and lending each seasonal release the quality of a collectible edition.