East London Liquor Co. strips back in modern rebrand

The East London Liquor Company (ELLCo.) has unveiled a new modern, stripped-back look for its range of spirits.

The independent drinks brand from Bow, east London, has also launched a campaign to highlight its products as it looks to strip away the bells and whistles so often associated with craft spirits packaging and promotion. 

Produced in collaboration with branding agency Ragged Edge, the new look is clean and minimalist, designed to focus the consumer's attention on the liquid inside the bottle.

Alex Wolpert, ELLCo. founder, said: "Britain, and especially the east end of London, has had a love affair with great gin that stretches back to the 17th century. It's seen us through plagues, social upheaval and community celebrations without previously drilling a a gaping hole in our wallets.

"Since day one, ELLCo. has delivered great booze for people at great prices - that's what we do. But it's time to call out those who are using this 'craft' term to overcharge for our beloved national drink."

Since its launch, ELLCo. brands have gained popularity with cocktail bars, restaurants and nationwide retailers in the UK. It has recently landed a major new listing with Tesco, which will stock its East London Gin, the new East London Rum and ready-to-drink (RTD) cans at supermarkets and Tesco Metro stores across the south east.

Of the brand's new rum release - a 40% ABV white spirit - Alex said: "We've been hearing from bartenders for years that they were wanting a more premium rum offering for the speed rail - something unique in flavour, and easy to mix."

3 October 2020 - Bethany Whymark