There was a time in this city when the front door was left unlocked. When the kitchen was the scullery. And in the tiny scullery stood this big sink. Clothes and dishes and weans got washed there. A lot of craic was heard around a jawbox. It still is.
Jawbox is the namesake of the iconic 'Belfast Sink' made famous in the early 1900s and still every bit as popular today. Drinksology revived the name, created the brand and created the biggest selling Irish gin along the way. Now why not visit jawboxgin.com
In 2017 the DRINKSOLOGY studio re-envisioned the Jawbox bottle taking it from stock to bespoke glass. The bottle carries key messaging in the form of embossings whilst also strengthening presence on shelf. Bottle designs have included 700ml, 750ml and 1Ltr with a 1.75Ltr in the pipeline.
Shifting focus from the glass it is the oversized label that dominates the package design. The front label is reverse printedwith photography of the city’s first Gin Palace visible on the reverse of the front label as you turn and explore the design. A heady mix of rick foils, deep embossing and heavy uncoated paper make for a as appealing to touch as it is to taste.
Single-estate gin doesn’t come easy. It requires a lot of time and a lot of skill. You must grow your grain, harvest your crop, create your alcohol and finally distill your classic dry gin.
The easier way is not the Jawbox way. The gin is inspired by the magnificent industrial era in our history when ordinary men and women created greatness through graft and craft. They were responsible for many of the most astonishing achievements to come from this city, and rarely did it come easy.
When creating the imagery to accompany the Jawbox gin launch, we chose to stand by these values, starting with the techniques of this era.
Wet Plate Collodion is a photographic technique pioneered in the mid-18th Century. Like this gin, it requires patience, skill and alchemy in equal measure. Our photography champions the working people of our city – bar staff, tour guides, artists and street. What would take one minute with modern tools takes vastly longer with such old techniques – but there are no short cuts, no substitutes.
The photographic images are exposed onto glass or anodised aluminium plate using a concoction of chemicals. The results simply cannot be recreated with modern tools. UV light is captured in a different way when and graft and craft rule supreme.
Here are a few of the true characters of the city that Jawbox Gin has captured. Welcome to Belfast, what about ye?