For its first release, GINWORTH developed a small batch gin, distilled in Tasmania. This batch focussed on putting a contemporary twist on the classic London dry gin.

Inspired by this, and to incite real standout, M35 built a brand identity that focussed on breaking away from category conventions to bring a contemporary, bright, future-focussed edge to both the brand and the packaging. Challenging the formality and heritage focus of its contemporaries, the resulting brand creates a premium presence but with laser-like on-shelf cut-through.