68 | Doghouse DistilleryDoghouse Distillery spirit labels inspired by musicLondon-based grain distillery, founded by husband and wife Braden and Katherine Saunders in 2017, is a mix of two of their passions – music and spirits. Akanksha Meena reportsraden Saunders shares how his love “We consider ourselves artists in the world of for music inspired the captivating label designs for four of the brand’s Bspirit creation. Spirit brands are our music, and popular spirits. Stepping into the Doghouse offce in our labels become album covers”Battersea, London is akin to walking into a music festival or a recording studio. Every Baller vodka and where they are from, the frst thing inch of the offce walls is covered with Baller vodka is one of Saunders’ favorite that popped into our heads, art-wise, was iconic posters spanning across rock’n’roll labels. The label portrays a suave Jack graffti. Graffti was synonymous with lower to hip hop genres. At frst sight, it’s clear Russell Terrier, accompanied by a martini socioeconomic areas, and we wanted to that Doghouse is deeply inspired by the and a hand of playing cards. What sets this capture that. And so that style of art stuck world of music. The distillery is claimed to label apart is its dual-sided print: when in our heads. Today graffti has evolved be the only one in London that produces a the bottle is turned around, the terrier to be called street art which is now more multi-category of spirits from scratch. is seen engaging in a poker game with a widely accepted.’Saunders says: ‘When we started the group of Dobermans, a larger breed of dog, The world changed as graffti artists business, we knew we were about to confdently holding a royal fush. garnered respect and recognition and do something quite out there. One of Saunders elaborates: ‘He is beating ‘Pop Comic’ emerged as an art style. The the things that we have always loved is the Dobermans at poker. The idea is that team conceptualized the label design and music. In fact, you tend to be drinking and he is the little dog beating a bunch of big approached an artist in Sydney to bring it listening to music or listening to music and dogs. And that is refective of who we are to life. drinking, they tend to go together.’ in the market. We are a little distillery, The Chilli Bacon variant of the vodka He continues: ‘And we were just we are up against massive vodka brands. differs in favor and hence has a slightly thinking, where are we going to get Hence, he is the underdog and we wanted different design. Beside the Jack Russell, a inspiration for our labels? And we asked to depict that.’ Bloody Mary cocktail can be seen, and the ourselves, what do we love? Music and The art style chosen is pop comic label’s color palette shifts to red hues to booze. It was just a natural ft. Each of which was invented in the 1950s and mirror the drink’s favor. The brand worked our spirit brands is inspired by a particular was repopularized with the advent of with distinct artists for each of its labels.genre of music.’ modern art. For this drink, the Jack Russell holds four Doghouse is a place of creativity The Doghouse team is particularly fond aces in place of the royal fush on the back and passion where music and cocktails of rap and hip-hop music. Saunders notes of the label. The brand plans to add to its converge into a harmonious blend of joyful that many early hip-hop artists emerged range of favored vodkas which will carry a moments. The team at Doghouse frmly from challenging backgrounds, in the late similar label design concept. believes that every sip of its crafted spirits 80s driven by their unwavering passion for is accompanied by a unique vibe. music. This group of musicians has been a Renegade gin Saunders describes the brand’s spirits signifcant source of inspiration. Renegade is Doghouse’s brand of gin. The as its own form of music. ‘We consider ‘Most of it [music] came out of the bottle features a wraparound label with a ourselves artists in the world of spirit American culture and the artists went from slit at the two ends.creation. Spirit brands are our music, nothing to famous personalities. Because The label shows the old and new world and our labels become album covers.’ we started thinking about hip-hop artists iconic sites of London in an amalgamation Doppelgänger aperitivo label Debt Collector moonshine is Baller vodka dual-side printed label design employs fantasy art style inspired by Blues rock music genrelabelsandlabeling.com