A Label of Love – how branding with a compelling story helps elevate a brand.
When you bring to market something as unlikely sounding as Kennet Crayfish Gin, your label has a role to play in convincing the naysayers. The crayfish themselves are an invasive and pervasive species found in British rivers, and do not make an obvious candidate as an ingredient in a premium craft gin. Both the crayfish and its amazing gin have stories to tell about the environment, sustainability and ethically-sourced produce. Most importantly, the label has to convince gin-lovers that this is a worthy and tasty addition to the gin canon.
Crayfish are a freshwater species so they do not smell or taste fishy and the distilling process releases an unexpected sweetness from the claws as well as oil that complements the citrus and other botanicals to create a new top-quality mellow gin, smoothing the edges and enhancing the flavours rather than competing with them. Since its launch in January 2025, the gin has already won a bronze medal in the prestigious International Wine & Spirit Competition (IWSC), the world’s largest and most influential spirits awards, as well as a silver medal in The World Gin Awards 2025 Contemporary Gin category.
The label is designed by Sultan Hassan, Senior Product Development & Creative Manager at Larkshead Licensing, using an illustration, ‘tails of the riverbank’, commissioned from Sophie Jonas-Hill. Sophie is an award-winning artist, illustrator and creator.
Sultan Hassan explains: “As a team, we were inspired by the idea of taking people on a journey — not just to enjoy the gin, but to understand the story behind it. We wanted the label to do more than just sit on a shelf; we wanted it to wrap around the bottle and draw the consumer into the world of the River Kennet, its wildlife, and the delicate balance of its ecosystem. The flowing design encourages people to turn the bottle, revealing layers of the story as they go — from the river’s wildlife to the disruptive presence of the crayfish, and finally to the botanicals that shape the gin’s unique flavour. Every detail was carefully considered to honour both the beauty and the environmental impact of the crayfish, creating something that feels as crafted and intentional as the gin itself.”
Sultan Hassan, Senior Product Development & Creative Manager at Larkshead Licensing
The result for Kennet is an eye-catching and informative label designed to attract the attention of consumers looking for an original story, ethically-sourced produce and original flavour that stands out in the most competitive craft gin market.
The River Kennet is one of only 200 chalk streams in the world, and its nutrient rich, crystal-clear water is an important habitat for wildlife from salmon and trout to otters and kingfishers, so these too are represented on the label together with the riverbank botanicals of dill and watercress. All of this is threatened by the crayfish, which tunnels into and undermines the riverbanks as well as predating the eggs and young of other species.
Clare Piggott, Managing Director for Larkshead Licensing said: “If it takes an original story and distinctive flavour to stand out in the craft gin market, then Kennet’s Crayfish gin hits all the right notes! The unique artisan spirit, launched late in 2024, has won many plaudits in a breakout few months and the gin and its bottle and labelling form an important integral part of this journey.”
