Water Foul Gin Co. is a fictional gin brand inspired by Prohibition-era speakeasies and the Golden Age of drinking. This brand was made for the young cocktail enthusiast who enjoys the art and history of cocktails.
The brand identity is illustration-focused and features five water birds, the loon, the spoonbill, the egret, the goose, and the stork. Inspired by 1920s illustrator Coles Phillips, these illustrations bring a modern feel to the elegance of Art Deco.
The name is a play on words, referencing both the illustrations of the waterfowl as well as the notion that one could say that alcohol is foul water.
Gin was an obvious choice for the type of liquor considering it was the most abundant and popular liquor during Prohibition since it was so easy to make, especially if you had access to a bathtub, hence the term "bathtub gin."
Prohibition brought about many cocktail recipes that are still enjoyed today. Since liquor during the time was so low quality, bartenders would add a bunch of other things to mask the awful taste. Each canned cocktail was a beloved drink during the 1920s.
Since this brand is created around the idea of the secrecy of speakeasies, it only makes sense to essentially make a speakeasy out of it. Speakeasies were America's worst kept secret and they often gave out member cards instead of using a password to get in.
The Water Foul Gin club is just that: a membership to a speakeasy in a way. However instead of giving their members cards, they're given coins (attached to cards). The membership includes exclusive access to offers as well as a 17% discount on all online orders, which refers to the day Prohibition passed on January 17, 1920.
To become a member, you would have to make an online order. Since the club is a secret, it isn't advertised; only when an online purchase is made is someone aware of its existence when their order arrives. This coin could also be put into retail stock in a Willy Wonka Golden Ticket fashion.
The social media relies on references to Prohibition and the 1920s to make the strong connection back to the era and the brand identity.
