Dutch lion
Distilled for you, not them.
The Dutch Lion is a Premium Gin with a bold expression of heritage, craftsmanship, and elegance. Handcrafted in the Netherlands, this refined spirit combines tradition with modern sophistication, delivering a smooth, botanically rich experience in every pour. Reserved for those with a taste for the exceptional, it’s not to be shared with just anyone.
One of the first things I noticed while putting this moodboard together was the strong use of negative space. From the hidden panther peeking through the leaves, to the minimal yet bold lion icons. It ties in really well with the premium, handcrafted energy I want the brand to give off.
Discovery
For the Dutch Lion sketches, I explored different ideas. Lion faces, Each concept aimed to blend Dutch heritage with bold, refined energy. The goal was to find a balance between power and sophistication, true to the spirit of a premium gin.
Sketches
Reference
I spent some time on Pinterest studying different lion expressions to find one that matched the vibe of the brand. Once I found an image that felt right, I used an online tool to isolate the shadows and contrast. From there, I hand-drew the shapes based on those shadows and refined it into my own unique design.
Digital draft
During the digital drafting stage, I wasn’t quite sure how to frame the lion’s face once I had it completed. I took a trip to the liquor store to study how other brands presented themselves and to gather inspiration. As I kept repeating "The Dutch Lion" in my head, words like bravery, strength, and nobility came to mind and that’s when the idea of placing the lion on a shield felt like the perfect fit.
Final Concept
For the final design, I chose to house the lion within a circle. While I still wanted to keep the shield concept in mind, the circle gave me more flexibility. The Circle allowed me to incorporate elements like the juniper plant, the established date, and other key details more seamlessly. I also decided to remove “The” from “The Dutch Lion,” as it felt unnecessary and was taking up valuable space. The circular layout made it much easier to include the alcohol content without cluttering the design.
reflection
The Dutch Lion, taught me that even a roaring lion starts with a quiet sketch. From late-night Pinterest scrolls to liquor store research trips, every step was about capturing the spirit of something bold and refined. I explored lion expressions, hidden symbolism, and experimented with everything from windmill shapes to shields until the Dutch Lion found its rightful home. In the end, it wasn’t just about designing a logo. It was about crafting a story meant to be savoured, alone or with a select few.