Gin and Juice

Industry

Fashion & Apparel

Company Size

1-10 people

Summary

Served Fresh

ProjecT Scope

Naming
Brand Strategy
Brand Design
Logo Design
Collateral Design
Typography & Color
Brand Guidelines

Credits:

Ethan Blaney

Client Collaborators:

Kristin Juszczyk

Kristin Juszczyk enlisted us for her mission of making fan gear that doesn’t suck. Together we envisioned a world where sports merchandise is actually cool; one where nobody is excluded from fandom based on their gender and self-expression. The end result is her latest endeavor: Gin & Juice.Gin & Juice’s mission is to create products and opportunities that enable people to feel confident, inspired, and excited. They are redefining diversity in fan fashion and creating a fan culture that is socially responsible, inclusive, and empowering.

Urban building mural for Gin & Juice, showcasing spring fashion with football and San Francisco 49ers branding.

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client testimonial

"Working with the team at Lazaris was a fantastic experience. From the outset they aligned quickly to my desires for the business, and incorporated feedback quickly and easily. They carefully considered every aspect of the branding process, from the smallest details, to the macro view of the entire business. The end result was a brand that was not only visually stunning, but also incredibly cohesive and memorable. Throughout the entire process, the team at Lazaris was always available to answer my questions and provide feedback. They truly went above and beyond to ensure that I was completely satisfied with the final product."

Kristin Juszczyk, Owner of Gin & Juice

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Logotype

We built the logotype to be steadfast, friendly, approachable, and confident. Each character was custom built to work in harmony together. We paired both geometric and organic shapes together to keep the logotype feeling elevated, yet still friendly. We ensured flexibility in the brand by creating a wide range of options that can work across different placements and settings.

Brand Iconography

We built an icon based brand system that worked in conjuncture to the logotype but also is capable of standing on its own. We did this in preparation for instances where the logotype may overwhelm the collateral or apparel. The pictorial identity also matches the utilitarian iconography you see within grocery stores.

Details in every drop

We squeezed every little detail into this brand. Including places you’d least expect like the ampersand between Gin & Juice. The inside of the ampersand contains a juice droplet and a fruit slice in the negative space.

Bespoke Buttons

We created several button options to be leveraged on the apparel themselves. Depending on the item, and how many buttons the item could hold, we could envision that item leveraging the full range of buttons.

Gin & Juice tag with embossed branding, illustrating refined and tactile marketing.

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Close-up of a Gin & Juice label on black fabric, representing subtle branding on premium clothing.

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Tag Designs

We designed the labels and tags for the garments around a wide variety of size and use case scenarios.

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Color Palette

The main color palette is intentionally understated with off white, beige, and charcoal. We specifically chose a more understated color palette for the primary brand colors, so that the brand can better leverage colors from the content, teams, and brands they partner with.

The goal with this flexibility is to allow content creation to be done quickly and at scale. It puts more emphasis on creating pieces of content that work on their own rather than putting equity into a limited color range.

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Imagery as texture

We draw inspiration for our design language from the repetitive motion of sewing, stitching, and the textures native to apparel. The materiality of both the sports equipment and the G&J apparel is honest, hardworking, and made rich by the details.

We chose to reflect this texture by repeating imagery in a way that allows the images to become a texture on their own. Through this technique we are able to reinforce the feeling of looking at a packed stadium of fans. This abundance of things happening in the collateral gives off the same sense of energy, dynamism, and excitement.

Type as a tool

Type at it’s core is a functional element. It is used to communicate information to the viewer. It is informative, utilitarian and functional. We push the type to not only be a literal communicative tool, but also an illustrative one. We leverage the type system in a variety of ways, from treating type as a thread or texture to using it as a compositional element.

Depending on how loud the piece needs to be, the type system can be paired down to a simple informational vehicle, or, at its loudest, punched up to become a repeated element that creates a texture and tapestry around the brand.

Close-up of white textile spools with threads, hinting at Gin & Juice's fashion production process.

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Assorted sports balls against blue sky, representing Gin & Juice's diverse sports-related branding.

Vintage ticket stubs showcasing Gin & Juice's unique marketing approach for product launches.

Additional graphical elements

We leverage additional graphical elements such as stickers, pull tags, and accessories to reinforce themes or counter weight compositions. We utilize the additional assets to further reinforce texture and a tactile feeling to each collateral composition.

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Flexible design system

With Gin & Juice poised for growth, it was important to us to build them a spectrum of collateral that could be used at numerous levels. Our base level uses sports equipment as simple background textures, which can then be built upon with the incorporation of models, photoshoots, and repeating textures for increasing complexity.

Industry

Fashion & Apparel

Company Size

1-10 people

Summary

Served Fresh

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