THE CHALLENGE
Gentle Ben is a Texas-based spirits company with a genuine point of difference. Every Gentle Ben spirit, whether vodka, gin, or bourbon, starts with traditional distillation and is finished with Persedo C.R.A.F.T.®, a proprietary technology that removes impurities, including the congeners behind harshness and burn. The result is spirits that are remarkably smooth and clean, with no loss of alcohol and a fraction of the energy of traditional distilling.
That story was compelling, but it was also technical, and it lived in a crowded category where most brands compete on heritage and attitude. Gentle Ben needed a complete brand, built from the ground up, that could make a scientific advantage feel simple, memorable, and fun. It also had to speak to an audience that is discerning and curious, and cares about what goes into their glass. And it had to carry the company’s Texas roots and pride along the way.
INDUSTRY
Food & Beverage
SERVICES
Research & Analysis, Positioning, Brand Messaging, Logo Design, Visual Identity, Brand Standards, Brand & Corporate Communications, Packaging, Website Design, Video, Digital Marketing, Sales & Marketing Collateral, Campaigns, Exhibition, Signage & Environmental, Marketing Strategy, Photoshoot Art Direction
THE SOLUTION
We started with the product’s biggest strength and turned it on its head. Instead of leading with what’s in the bottle, we built the brand around what isn’t: “You’ll love what’s not in it.” That idea became the foundation for the brand strategy and messaging. We gave it a voice that is bold, clever, clear, and relatable, and a way of explaining the science in plain, witty language. It lets Gentle Ben talk about VOCs, fusel oils, and harsh solvents without ever sounding like a lab report.
The idea also shaped the visual identity. The red period in the Gentle Ben logo does double duty, as a confident full stop (“Gentle Ben, period.”) and as a symbol for what’s been removed. We extended it into a flexible system: replacing the “o” in headlines, cropping into large background shapes, framing photography, and taking on a different color for each of the four spirits. Supporting elements like the gb. stamp and the Crafted in TX stamp add personality and Texas pride. We carried the brand across logo, packaging for the full line, advertising, website, social media, and photography, with a comprehensive brand book to keep everything consistent as Gentle Ben grows.
