The best projects start with a name that already sings, and “Listening Rock Gin” is a ballad in itself. For Tenmile Distillery, Stranger & Stranger embraced the challenge of designing packaging that didn’t just hold gin—it held history, place, and a sense of belonging. Inspired by the Oblong Valley’s quiet whispers and the natural harmony of its surroundings, the branding leans into an authentic narrative: a gin rooted in the land that shapes it. From the echoes of wildflowers to the rhythm of apple trees, every detail amplifies the rich story. This branding invites consumers to lean in, listen, and discover the ingredients—and the heartbeat of where they come from.
By: Ivan Bell, Group MD & CEO, Stranger & Stranger
The brief for Listening Rock Gin was our favorite type of assignment: clear direction, an authentic story, and license to experiment. Our client, Tenmile Distilling, already had the name Listening Rock, which was the former name of the property and a place where, if you stop, you can hear the comings and goings of the Oblong Valley. Their challenge to us was capturing the essence of that history and truth in beautiful new branding.
When you start with a name like Listening Rock, it makes sense to lean into the romance. The property itself is a true upstate idyll: a large stone structure, formerly a dairy barn, nestled against apple trees and botanicals, patches of wildflowers everywhere. So we started with nature, connecting the ingredients to the place. We brought this to life with a frame effect on the front label, letting the nesting frames appear to resonate. We wanted to evoke the sounds of the land, from the plants to the local wildlife, everything in tune with each other and nature—everything connected.
This was a big piece of our strategy: we put the storytelling front and center, giving the brand a different positioning when engaging with consumers. A lot of gins lean into ingredients; what if a gin leaned into place as a way to tell the story of its ingredients? Consumers enjoy that brand narrative type—they love to hunt for little nuggets of truth. It helps them engage with the project on a deeper level and helps to root the brand in something real and tactile. There’s nothing more real and ownable (literally) than an actual plot of land.
Our clients could not have been more on board as we shared the strategy for this design. We showed them a vision, and they gave us the latitude to pursue it. We wanted to bring them along through the mood boards and various iterations of the design so that by the end, everyone was aligned on the ambition and completely thrilled to see it brought to life holistically. Without the trust of Tenmile Distilling and such a beautiful starting point, we would not have been able to achieve this end result. True to its design, this is what it looks like when every note sings in harmony.
(Additional images provided by Stranger & Stranger.)
Ivan Bell started his career as a multidisciplinary graphic designer in London back in the 80s and became fascinated with consumer brand packaging for alcoholic beverages. For the past 23+ years, he has worked alongside Kevin Shaw, founder of Stranger & Stranger, in building the award-winning packaging consultancy (from three to 40+ people) and overseeing design from their London, New York, and San Francisco locations. Stranger’s client base is diverse, from well-known global brands to new start-ups. Ivan is passionate about brands that disrupt and stand out. Ivan also regularly serves as a jury member for trade and international design awards and undertakes speaking engagements on the power of good design.
