Organization
The idea for Pomp & Whimsy came to Dr. Nicola Nice in 2015, after many years consulting with brands to help them better understand the female consumer: how their senses experience flavor, how they connect with brands intellectually, and the emotions they feel in their moments of glory.
“Gin has always felt to me like an inherently feminine idea – the infusion of aromatic botanicals into a neutral spirit base. Yet what I have learned from women is that the experience of traditional gin, does not always measure up to the loveliness of this ideal,” says Dr. Nice, the Founder & CEO of Pomp & Whimsy.
To make Pomp & Whimsy, the spirits “magicians” craft a classically distilled gin, and then re-infuse it with 16 whole and natural botanicals and add sugar to make a liqueur. The result is a highly refined, yet playfully sensorial spirit, designed to be graceful when enjoyed by itself, or in elegantly simple mixed drinks. Pomp & Whimsy is currently available in select accounts in Los Angeles and Orange Counties, as well as the Bay Area.
Challenges
Maximizing value was the main issue—especially for smaller label runs. The quality of packaging design in the liquor space has improved dramatically in the last three to five years. And the marketplace is more crowded than ever before. Presenting a new product that stands out in all of that branding “noise” requires the utmost attention to detail. The details are both big—like branding and uniqueness of proposition—and small, such as the finishing details and quality cues—which is why labeling matters.
“Considering who it’s made for, the packaging needed to deliver a critical part of a wholly satisfying experience,” says T.J. River, Creative Director and Designer for Pomp & Whimsy.
Solutions
An illustration of a coupe cocktail glass and botanical theme anchors the Pomp & Whimsy design, which is featured prominently on bright white vellum paper. The label was designed as a thin black wrap label that would leave an impression, while keeping most of the liquid visible. The Pomp & Whimsy labels are monochromatic, printed with foil accents that take inspiration from old books, while a seal label covers the cork. The designer delivers on his (her) intent to create a deco-meets-modern look.
“We got all of the bells and whistles we wanted, really, all well within budget. We have a paper stock we love, along with special die cuts, foil, and embossing,” River explains. “The real point of pride is how we’ve been able to work with the materials we have, along with design, to create a crafted and high-end feel. Whereas others are often using custom glass and expensive caps.”
Results
Just 6 months post-launch, the response has been great. Growth has met—or
exceeded—expectations. Most importantly, customers’ reactions to the product, the packaging, and the overall brand have been incredible. “We’re spotting Pomp & Whimsy bottles in the very coveted front row of many bar carts,” says River. Judges are taking notice, too. The package has won a few medals, including Platinum at the 2017 SIP Awards International Consumer Tasting, Silver at the prestigious 2017 San Francisco World Spirits Competition, and Silver at the 2017 Los Angeles International Spirits Competition.
