You might have spotted that we’ve recently undergone a rebrand here at Elevenses, and we couldn’t be more excited to show off our new labels! Read on to learn about the inspiration behind the design and what makes it so special and personal to us!
First, let's go right back to the beginning and revisit our business name and the way it reflects a tradition that’s close to our hearts. "Elevenses" is an old British term for a short break during a shoot, where everyone gathers for light refreshments.
For our family, the shooting community in Wales has always played an important role, and this tradition of pausing mid-morning to share stories and enjoy a drink is something we hold dear. This sense of camaraderie and community is what inspired our gin’s name, and it’s why we’re so proud of the roots our distillery has in both Welsh heritage and the shooting world.
The label design has a lot of personal meaning, especially with our beloved Labrador, Alfie, front and centre as the ambassador for Elevenses!
Alfie was not just a family pet but also a trusted shooting dog, and though he sadly recently passed away, his spirit lives on in our logo. You’ll spot him wearing a shooting cap, a playful nod to the industry he was such a big part of. Alfie even had his own high-vis jacket that said "CEO," and his collar read "Alfie Elevenses Distillery CEO" - a title he fully deserved! His presence on the bottle is a special tribute to the joy he brought us all.
Our branding is also steeped in the heritage of the shooting industry, reflected in the rich, dark green of our bottle. This colour, synonymous with the sport, ties together all our gin varieties and honours our connection to the land. You’ll also notice the initials J&P on the tamper-proof seal, representing Jake & Paul, the father and son founders of Elevenses. And, in keeping with our theme, we’ve added a 20bore cartridge stamp on the bottle cap, another subtle link to the shooting tradition.
On the back of the bottle, we’ve added something we’re especially proud of - a map of Wales. This makes it clear right away that Elevenses gin is not only made but also bottled here in Wales. Showcasing our Welsh heritage is incredibly important to us, as it’s not just where we come from, but a key part of who we are as a brand!
