Death's Door Rebranding
The bottle design of Death’s Door gin has always been as iconic as the liquid inside. Eye-catching, easy-to-read and instantly recognisable, I loved the original style and shape. However, the new bottle maintains the above characteristics whilst incorporating some impressive ergonomic and environmental considerations. It is testament to Brian Ellison, (Death’s Door’s founder) that he is continuously working to improve and reimagine his products. He personally sketched the concept for the new bottle after observing and listening to the bartenders serving his gin.
The reason for rebranding was to position Death’s Door firmly within the cocktail scene and to reduce environmental impacts, such as heavy glass and transportation costs.
The new incarnation has been conceived by Anchor Hocking design agency, one of the best glass manufacturers in the world. Anchor Hocking are based in Monaca, Pennsylvania. By using bottles made in the US, (they were previously made in France) Death’s Door have reduced carbon emissions by two tons per shipment and brought lead-times forward from 4 – 6 weeks to just a couple of days.
The glass is significantly lighter: the 1 litre bottle is a whole pound lighter, moving from 4.6 to 3.5 pounds. Not only is this beneficial for the environment, the lighter design makes the bottle more manageable and user-friendly for bartenders.
The custom-designed bottle has specific grab points, greater balance and a flat front and back. A longer neck and the addition of a grab ring make pouring much easier.
The gin is now bottled in 750ml, 1 litre and 700ml, (for our European market) formats.
Death’s Door “focus on simplicity, sustainability and quality.”
As with any change, there will be multiple opinions voiced. Personally, I loved the original bottle, but the new version is still beautiful and when you hear the incredible differences it has made in terms of production, sustainability and handling, you can’t argue that the change wasn’t for the better. The risk with any rebrand is alienating your existing audience or creating a design which is drastically different from any before, but the new bottle is instantly recognisable and its purpose is immediately understandable. In their collaboration with Anchor Hocking, Death’s Door have maintained their iconic style which is known and loved.
I look forward to seeing how Death’s Door progress in the future and appreciate that they’re always reviewing every aspect.