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Confessions of a Gin startup: Sweet Gwendoline French Gin is not afraid to break with convention.

We didn’t want our new Sweet Gwendoline French Gin website to conform to what a spirit brand website should look like.

We wanted a site that reflected our brand: the fetish aesthetic of “John Willie” and his publishing project, BIZARRE magazine.

One that would feel like a destination site.

It was a bit risqué because, ultimately, it had to be clear that fans had landed on a gin brand and could buy a bottle of gin.

But we know it’s working because the stats are good, and sales are heading in the right direction.

We used BOLD headlines, OVERSIZED graphics and a strict (now we like to be strict) colour palette.

We did what "John Willie" would have done.

To match, the posts on our socials and the website were aligned. It is clear that you have landed on something brand-owned; our brand is uniform across all channels.

⇢ New website visitors are up 86%, 70%, more than other sites in our category.

⇢ 7% of traffic comes from social media, which is 85% more than other sites within our category.

As ever, our designer Nick Paparone at New Good World, had a clear vision for the site, and he was right—it looks incredible, and we couldn’t be happier with it.

If you like what you see at Sweet Gwendoline French Gin, CONNECT and send a message; we love working on creative strategy and helping #startups


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