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Negroni Experience

New customer experience for Shin Gi Tai, a luxury cocktail bar in Haji Lane, Singapore.

Delivering a new customer experience for cocktail aficionados

CLIENT: SHIN GI TAI

NEGRONI EXPERIENCE

CMF Design • Copywriting • Graphic Design • Packaging Design

Cocktail bar Shin Gi Tai's chief bartender is Anthony Zhong, who trained in Japan and is well-known for making the best Negronis in Singapore. The bar's owners wanted to provide their discerning clientele with a new experience of Zhong's Negroni while increasing local awareness and appreciation of the classic drink itself.

After conducting in-depth interviews with key consumers, we worked to develop a visual identity and user journey for a bottled version of Shin Gi Tai's signature Negroni.

The bottle comes with a scrolled letter from Zhong detailing the story behind his version of the Negroni. Textured cream labels include information about the bar itself, the Negroni as well as suggestions for food pairings. A sleek external band forms the final flourish, reflecting the hidden nature of the bar itself while hinting at the character of the drink within.

The first batch of bottled Negronis sold out almost instantly in 2016; a third batch is currently available, although not for long!

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