Hopewell Distillery is the parent company of Perkins & Sons but stands as its distinct brand. Our goal was to create something fresh and modern while keeping warmth and heritage at the core. The distillery sits on the grounds of the historic Hopewell estate, which has been part of Barbados’ agricultural heritage for centuries. This connection to the island’s past adds depth to the brand and links the modern production of gins, vodkas, and small-batch rums to a long legacy of craftsmanship. The branding needed to work across all touchpoints, from signage and packaging to social media, so flexibility and consistency were key.
LOGO & VISUAL IDENTITY
We chose Recoleta for the logo, a serif typeface inspired by 1970s fonts like Cooper and Windsor. Its soft, warm serifs and fluid strokes nod to tradition while remaining contemporary. The logo reflects Hopewell’s personality: rooted in heritage but friendly and approachable.
PACKAGING & PRODUCT DESIGN
For the small-batch rum, we wanted the packaging to feel personal and collectible. With just 100 bottles, we leaned on handwritten and typewriter-style fonts, layered logos, and paper textures to give the label a vintage-but-modern feel. The warm brown, inspired by molasses, connects the product to its Caribbean roots. Every detail was carefully considered to make the bottle feel like part of the Hopewell story.
BRAND & CREATIVE DIRECTION
We aimed to build a system that could grow with Hopewell and future sub-brands. The roundel logo and subtle references to Barbados and rum heritage give the brand a clear identity while keeping it flexible. Hopewell is distinct from Perkins & Sons yet still feels part of the family’s overall spirits story.
We wanted the brand to feel warm and welcoming, like the family behind it, while embracing the industrial character of the distillery. The steel and brass of the stills bring a unique energy to the space, and the textures, light, and overall character of the distillery shaped many of our creative decisions. The result is a brand that balances heritage, personality, and a sense of openness for the future.
TEAM & COLLABORATION
Collaboration is central to how we work at Hopewell. Ideas usually start with the founders, Greg, then Vicki checks in, and we develop them visually. Much of the process happens over WhatsApp, with ongoing tweaks and refinements until the ideas feel right. The approach is hands-on and iterative, ensuring the final work reflects both the family’s vision and our creative input.
PERSONAL CONNECTION
Growing up around Hopewell and seeing the family transform the old sugar factory on the historic estate into the distillery it is today has been hugely inspiring. The history and character of the site inform many of our creative choices and give the brand a sense of continuity and authenticity. Looking ahead, there is so much potential with tours, gin-making sessions, and new products, and being part of shaping that story through design has been a deeply personal and rewarding experience.
