SHETLAND REEL
MISSION POUCH
THE
OPPORTUNITY
With SaxaVord Spaceport opening only a couple of miles up the road, Shetland Reel, the UK’s most northerly distillery, wanted to release a limited edition gin to honour the island of Unst’s rich history while celebrating its pivotal role in Europe’s spacefaring future.
The design objective was twofold:
To highlight the distillery’s proximity to the spaceport, while staying true to its handcrafted roots — signalling to global space enthusiasts without neglecting Shetland Reel’s loyal fanbase.
Role
Design lead
Capabilities
Brand packaging design
Portfolio extension
Campaign creation
Date
2024
Inspired by beverage pouches used in space and Shetland Reel’s suite of brand assets, the initial design concepts explored a variety of approaches.
1A. PERFECT GEOGRAPHY
The rugged geography of Unst is highlighted through sea-inspired textures and a map showing the proximity of the distillery and launch site.
1B. PERFECT GEOGRAPHY
The coastline of Unst reveals a glimpse of the site’s coordinates through a technical metallic finish while the bottle-shaped pouch handle helps anchor the product in Shetland Reel’s heritage.
2. A NEW CHAPTER
The Shetland Reel bottle shape is used to tell SaxaVord’s rich story through unexpected truths about the region.
3. COMBINED VISION
Craftsmanship and technical precision are brought into focus through a lens that unites the colours of the spaceport’s hangar.
4. ORBIT AWAITS
Ocean hues blend with sunset tones, while swirling typography encourages pouring and mimics the weightlessness awaiting upcoming departures from the spaceport.
THE
SOLUTION
Concept 2 was selected for its focus on the Shetland Reel bottle shape and for capturing the conversation around Unst, featuring milestones from its history — from Bronze Age burial site up to becoming the UK’s first vertical launch complex.
The red band draws inspiration from SaxaVord’s integration hangar while the back of pack and shipper display the trajectory of outgoing launch vehicles and a map of the spaceport and distillery locations.
Debbie Strang
Director Shetland Reel | Chief Operating Officer
Saxavord Spaceport
“Balancing innovation with brand heritage is no easy task, but Ed nailed it. He instinctively understood how to evolve our brand for the space sector without losing what makes Shetland Reel special. The Mission Pouch Gin has been a hit with both our customers and the wider space community.”
Ed Fyfe Design 