A new Canadian gin by Campari was developed in response to the rapid growth of the gin category and the rising popularity of gin and Negroni cocktails. Positioned around a crafted Ontario origin and endorsed by Forty Creek, the project explored how to establish a distinctive presence in an increasingly competitive market.

As sole designer on the NPD project, the work focused on shaping early concept directions across naming, identity and packaging.

Creative territories were developed around three core narratives - Ontario origin, botanical provenance and the brand’s role as an essential Negroni ingredient. These stories informed name generation, mood boards, visual identity and packaging exploration, forming the foundation for the brand’s initial conceptual development.