East London Liquors worked with agency Stranger & Stranger to take the concept of a dead horse and create a dark, vintage aesthetic for the company’s dry gin, rum and vodka branding.

Inspired by the company’s distillery, which is in an old East London glue factory, the design is thankfully not as morbid as the idea suggests. Instead, this two-tone, vintage design with hand-drawn illustrations has a very hand-made, artisanal feel to it. The insignia graphics, clear bottle neck and wood cork and unique way in which one label becomes many thanks to the overlapping shapes are interesting and set the brand apart from other spirits.