Musters Gin – Patagonian Rare Dry
ABOUT Most Patagonian brands sell the postcard: snow peaks, blue skies, open space. Musters looks at a deeper, more austere and untamed Patagonia, where the wind never rests and character comes from origin, restraint and precision rather than spectacle.
Distilled in small batches with ten handpicked botanicals, its recipe draws on the landscape surrounding Lake Musters and on the identity of the territory that gives the brand its name. Before designing anything, the team travelled to the lake to see that landscape for themselves.
CONCEPT Musters was conceived as a complete object, not as a label applied to a bottle. Glass structure, label proportions, neck details, seal and metallic accents were all developed around one idea: restraint, permanence and Patagonian character.
The identity is anchored by a heraldic medallion: a crest with two rampant horses flanking a compass rose under a crown, bound by a “Patagonia” banner and framed by the words Musters · Enduring · Honest. It works as a seal of origin and a statement of values at the same time.
Below it, the main label breaks diagonally with a deckled, torn edge, a gesture that echoes the rough lines of the Patagonian coast against the strict vertical rhythm of the glass.
SOLUTION
Glass: a custom teal bottle with deep vertical fluting, a mountain relief in the base and the MUSTERS name embossed around the heel. The weight of the bottle is part of the message. Label: uncoated, tactile paper for warmth and texture, finished with matte metallic stamping, raised printing and subtle embossing, including a blind-embossed MG monogram. The finishes add depth without becoming decorative for its own sake. Medallion: an applied metal seal in enamel green, ivory and gold. Neck and closure: a gold collar reading Distilled with 10 handpicked botanicals, a wood-topped stopper and an Industria Argentina strip seal across the top. Back label: it tells the story through its content. It lists the ten botanicals, carries the signature of the master distiller and closes with the line Born where the wind never rests. Production: we worked directly with specialist partners in glass, print, metalwork and closures, reviewing specifications, materials, finishes, tolerances and manufacturing constraints throughout the process. Bottle construction, print feasibility, stamping tolerances, medallion application, stopper development and final assembly were treated as part of the design itself, not as problems to solve afterwards.
Scope: Brand strategy · Brand identity · Packaging design · Bottle development · Label system · Production direction
RESULT A bottle in which identity, material, craft and production behave as a single system. Raw surfaces, precise typography and physical weight hold the tension at the centre of the brand.
Rugged, but controlled. Born where the wind never rests.
