MM Antverpia

Strategy / Branding / Products / Touchpoints / Activation

What if Antwerp’s grandeur could be captured in a bottle? We developed a stately branding, bottle and packaging for MM’s three refined distillates: Gin 1501, Amaretto 1905 and Pastis 1794, honoring the city’s heritage, atmosphere and friendships.

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The opportunity

By tapping into the city’s unique cultural heritage and rich history of craftsmanship, trade and innovation, MM aims to build a brand that resonates with customers and stands out in a crowded market. Furthermore, their artisanal and locally-produced products provide an excellent opportunity for the brand to position itself as premium and high-quality. Founders Toby Alderweireld and Thomas Tisson, proud inhabitants of the city of Antwerp, turned to Equals Three for their branding and packaging. We said “Geire!”.

The approach

To capture the beauty of Antwerp, we delved into the city’s heritage and took inspiration from its most iconic landmark: the Central Station, one of the most visually stunning train stations in the world which serves as a gateway to the city. The building’s ornate and intricate architecture influenced our design aesthetic, which we then translated into MM's brand identity and packaging.

The result

MM’s iconic bottle turned out to be a real conversation starter. Its spectacular look and feel opened doors to some of Belgium’s best restaurants, including the prestigious Hof Van Cleve. The design effectively conveys the brand’s commitment to quality and craftsmanship, which helps to build trust and credibility with consumers. 'Schol!'

A monumental bottle for a monumental drink

MM’s bottle’s design features the monumental details of the Central Station, rising above the water of ‘t Scheldt, and Antwerp’s traditional royal crest. The centerpiece of the bottle is the station clock, which we translated into the bottle’s label. The colors of each label were carefully chosen to evoke the distinct flavor profiles of each distillate.

Balancing tradition and innovation

MM’s visual identity delicately balances contemporary and classic elements, from typography to photography. The outcome is a group of consistent, high-end touchpoints that evoke the city’s rich history and celebrates its modern spirit.

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