Blossom's Gin was developed to appeal to "gin connoisseurs". At the time, I thought this was pretty funny. The Blossom's logo was nearly discarded, but the severe modernist labels and the optical illusion of viewing the inner pattern through the bottle needed a human element, so the "signature" was kept.
The second concept I thought of, after the name, was to intentionally design the bottle to make viewers dizzy. Maybe that was mean. Besides advertising the unique botanicals used in each variety, the rear labels displayed poetry dedicated to gin and a Bill Murray quote. The project included a "gift box" of four "travellers" bottles. In the design concept, I tried to imagine a stocking stuffer for Don Draper.