An experiment blended
with experience.

Theory Gin

THE QUESTION

How do we turn a “time to market” challenge into our greatest strength?

THE CONTEXT

As Truckee’s first distillery in over 100 years, Old Trestle was bringing the science and art of distilling back to the Sierra Nevada mountains. Old Trestle set out to create a whiskey brand that would celebrate the pioneering spirit they represented; however, they were anxious to go to market with other spirits while they aged their whiskey products, so they reached out to DIG for a timely and inspiring alternative.

THE UNLOCK

Create a brand with experimentation and speed built into its core.

Born of conversations with the Head Distiller at Old Trestle, we suggested using gin as their experimental spirit, infused with flavors from its birthplace-the Sierra Nevada mountains. The time it took to distill the product was much quicker than whiskey and the concept of botanically flavored gin was relatively new and spoke to the experimental nature of Old Trestle enthusiasts. Theory Gin celebrated the pioneering spirit of the renegades who founded this logging and railroad outpost. Theory was equal parts experiment and play, with new variations added seasonally.

THE RESULT

DIG crafted the idea, brand story, and packaging for Theory Gin. DIG’s brand innovation work for Old Trestle, Theory Gin was shortlisted at The One Show for the packaging category.

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