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  • The gin must be served in quaint and unusual teacup-glass hybrids
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    Hendrick's (2013) ©
CASE STUDY

Retromania: how Hendrick's invented a vintage brand

'Vintage' used to imply authenticity – but it's now being applied more liberally. Hendrick's gin is a brand without heritage that feels inherently authentic just by virtue of association.

Location United Kingdom

Scope
'Vintage' used to imply an authentic consumption experience – but as the definition becomes more fluid, it's being applied more and more liberally. From Instagram's 'retro' filters to P&G's throwback packaging, 'antique' and 'vintage' are increasingly disassociated from origins – and authenticity is taking a back seat.

Established in 1999, Hendrick's gin has managed to move in step with these changing ideas and invent a brand from scratch, without heritage, but one that feels inherently authentic just by virtue of association. Expertly fusing steampunk Victoriana-style branding with a truly modern experience of experimentation and excitement, it's not just ...

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