beautifier & the good gin

The genie from the bottle

Yoga opens up new perspectives, strengthens the unifying factors and thus creates ideal conditions for innovative business models, as the story of The Good Gin proves: The health journalist Susanne Baumann Cox developed the recipe for a particularly light gin and the Carinthian creative agency schöndenker enabled the successful market entry with a coherent corporate design.

The story is quite simple, says Susanne Baumann-Cox. "I just wanted to do something good for myself." And because yoginis are very keen to combine the different aspects of life, she combined her knowledge as a health journalist and translator with the beliefs she had gained from yoga. Health and pleasure in perfect harmony.

One year later The Good Gin was presented at the Cannes Film Festival and in autumn 2019 it was awarded at the Hong Kong International Wine & Spirit Competition.

© Marion Luttenberger

Ayurveda and alcohol

The taste of the high-proof drink convinces palate and nose with a very special recipe and ingredients that help the body to break down the alcohol and provide valuable ingredients for cell renewal. The basis of the distillate is juniper. However, the proportion of black berries in The Good Gin is limited to the necessary minimum and does not taste as dominant as in conventional gins. Instead, Baumann-Cox adds herbs, berries, barks, fruits and roots that support the processing of alcohol in the body and promote cell renewal. For example, the Ayurvedic remedy ashwagandha, the all-rounder turmeric, ginger, cardamom, raw cocoa, citrus peel and apple. All 100 percent organic. Unlike comparable distillates, they are not dried ingredients. "The amount of fresh botanicals is relatively large in relation to the alcohol and we fill the gin into the bottle unfiltered so that all essential oils and aromas are fully preserved," explains the entrepreneur.

On one wavelength

We - by which the Graz native also means the gin expert Wolfgang Thomann, who gave her valuable initial help in developing her own gin. And the graphic designer Stephanie Pinteritsch and her partner Michael Schädl. Pinteritsch is a yogini like Baumann-Cox and has long been her confidant when it came to designing prints for her yoga classes. "Stephanie understands my approach and I like the elegance and subtlety of her work."

When Gin needed a CI, she turned to the young designer again, who had meanwhile moved from Graz to Spittal in Carinthia and founded the agency schöndenker with web designer Michael Schädl.

The search for the flower of life

"Some things were immediately clear to us", says Stephanie Pinteritsch. "We wanted to reduce the design to the essentials and add an Indian touch, as many Indian ingredients are used." Nevertheless, it was to take countless e-mails and phone calls until fonts and the matching symbol, the flower of life, were established. "Sometimes you have to wait because things only crystallize in the course of the process," the designer describes a realization from working together, "and then it's important to ask questions carefully so that the decisive details are brought up.

© Adam's Eyes

Design that makes eyes

The wording was also intensively discussed, but Baumann-Cox, translator and married to an Englishman, feels so at home in English that she finally chose The Good Gin, essence of life.

She sees the positive feedback from the USA, Great Britain and Asia, where the wholesome drink is accepted as an ideal clean eating product, as confirmation of her personal conviction that "people always want to balance enjoyment and health. And she has realized something else: "Without the support of my creative team, The Good Gin would certainly not have received so much interest abroad. The design, packaging and web presence are well received worldwide. The presentation at the Cannes Film Festival is certainly based primarily on the coherent CI and the professional appearance".

© Sam Strauss

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