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BrewDog Zealot's Heart Gin

BrewDog's Distilling Co.'s new premium gin is a heady product of obsession. To cut through in a crowded category, they wanted to launch the spirit with a brand identity reflecting their deep devotion to the distiller's craft.

We understood that this is a gin by purists, for purists. While others compete to achieve the latest niche flavour or the most eclectic botanical recipes, BrewDog is pressing forward with an unwavering focus on the ingredient at the heart of every great gin: juniper.
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We commissioned the award-winning artist Steven Noble to create the label illustration. His scratchboard style was perfect for a story of obsession. Steven uses this engraving technique to create precise, highly detailed images. With scratchboard, as with the pursuit of perfection in gin, the artist gradually carves away the dark to reveal the light.

For a gin that inspires devotion, the label was created to feel like a piece of holy scripture. Steven's illustration contains a number of discoverable details that allude to the meticulous distillation process, with each of the botanicals deemed worthy of the Zealot's Heart listed on the back.


Zealot's Heart receives the adulation it deserves in our suite of key visuals, the bottle placed on a stone plinth and enshrined in neon blue. Storytelling elements, including the chosen botanicals and our 'holy number' 197, are used to frame this object of worship.