Sipsmith
At Sipsmith, I had the opportunity to immerse myself in a fast-paced, highly creative environment, bringing the brand to life across every touchpoint. As an in-house designer, I crafted everything from POS and packaging to social content and adverts. I also stepped behind the camera - art directing, photographing, lighting and editing shoots to bring the brand to life with charm and character.
Emails
I was responsible for designing Sipsmith’s weekly email campaigns, crafting visually compelling layouts that celebrated key cultural moments and gin-related events. Using Photoshop and Figma, I created designs that balanced strong visual storytelling with clear, user-focused hierarchy to drive engagement. Working within Mailchimp, I ensured consistency across all sends and optimised designs for both desktop and mobile, contributing to increased click-through rates and reinforcing the brand’s premium tone of voice.
Adverts
I designed a series of printed adverts for wholesaler magazines to mark Sipsmith’s first year as the official gin partner of Wimbledon, as well as to promote seasonal bounce-back deals. Collaborating closely with the sales team, I ensured each design met supplier requirements while aligning with brand visuals across key B2B touchpoints.
Photography & Art Direction
As Sipsmith’s in-house photographer, I led the creative production for the bi-monthly Sipping Society membership, bringing each gin’s unique story to life through cocktail photography by setting up lighting, styling, shooting, and editing all cocktail imagery to be used across web and print. I collaborated with the Creative Lead on mood boards and visual direction, then brought each concept to life in-studio. I also designed the accompanying recipe cards, creating a seamless brand experience from shoot to sip.
Packaging
This was one of the most complex yet rewarding briefs I’ve worked on, and I loved having the creative freedom to shape it from concept to execution. I was tasked with designing the outer packaging for Sipsmith’s Sipspresso Coffee Gin, created as a premium gifting item for press and influencers. Inspired by high-end tea and coffee packaging, I explored various formats before landing on a recyclable, rectangular design using G.F. Smith’s Extract paper - a material made from recycled coffee cups. It felt like the perfect fit: a tactile, sustainable stock that echoed the product’s story while elevating the unboxing experience.
Sipsmith & Fever-Tree & Franco Manca
I led the packaging design for a special collaboration between Sipsmith, Franco Manca, and Fever-Tree during lockdown. My challenge was to create a cohesive design that reflected Franco Manca’s aesthetic while seamlessly incorporating the distinct visual styles of Sipsmith and Fever-Tree. To unify the three brands, I developed an adapted illustrative style that brought their elements together harmoniously. I also illustrated new assets specifically for the project, including detailed Fever-Tree bottle and serve illustrations, which visually guided customers through the drink-making process featured in the kit.
VAP Mockups
I created a series of VAP (Value added pack) mockups for Sipsmith’s Lemon Drizzle Gin and Zesty Orange Gin, designed in Adobe Illustrator to align with the brand’s visual identity. These mockups explored layout, typography, and colour pairings to complement each flavour profile, helping to visualise on-shelf presence and support internal decision-making across teams.
Social
At Sipsmith, I led the photography content creation for social media, collaborating closely with the Creative Lead and Social Media Manager to brainstorm and plan timely, trend-led content around upcoming events and cultural moments. I developed concepts, styled and art directed shoots, photographed lifestyle imagery, and handled all post-production to ensure a cohesive brand aesthetic. I also created engaging GIFs for Instagram, bringing a playful, interactive layer to the feed that consistently elevated audience engagement.
In-Store POS
I designed a range of in-store POS concepts for Sipsmith, including FSDU mockups for leading UK retailers such as Waitrose and Sainsbury’s. Using Adobe Illustrator, I created eye-catching displays that aligned with Sipsmith’s visual identity and helped bring the brand to life in-store. I also contributed to the design of the annual Christmas Gin Shop in John Lewis - originally created by another designer - by adding the FreeGlider element for the launch of the new SKU. Each piece was developed to capture shopper attention and strengthen brand presence at point of sale, while collaborating closely with the sales and brand teams to ensure creative and commercial alignment.
