Mermaid Gin

Working in collaboration with digital specialists Blynk, SmithBrewer partnered with Mermaid Gin and John Lewis to create a standout Christmas 2025 activation. The concept centred on Mermaid Gin’s Isle of Wight heritage and their “message in a bottle” storytelling — a theme that offered both emotional appeal and strong visual identity.

SmithBrewer were responsible for developing Blynk’s initial ideas into a fully engineered, premium-quality concept ready for rollout across five John Lewis stores.

The programme carried significant time pressure: the entire activation — including full design development, prototyping, sampling, engineering, printing, and manufacture — had to be completed within just a few weeks. In addition, all five sites across the UK, from Liverpool to Southampton, needed to be installed in a single night, requiring meticulous coordination and end-to-end control.

The final experience had to deliver premium impact within small footprints, integrate digital interaction seamlessly, and remain durable and retail-ready for peak trading.

SmithBrewer transformed the concept into a fully resolved retail activation, engineered with premium timber finishes and high-quality detailing to match Mermaid Gin’s craft-led brand aesthetic. We created bespoke artwork featuring raised printed scales in Mermaid’s signature blue — a striking tactile detail inspired directly by the bottle’s textured glass. All graphics were produced in-house to achieve the depth, accuracy, and colour balance needed to elevate such a compact footprint.

Working closely with Blynk, we integrated their custom-built software that allowed customers to create their own “message in a bottle,” adding a personalised, emotionally-led moment perfect for Christmas gifting. Our engineering team refined the physical build to neatly house the technology, ensuring a seamless interaction between digital and physical components.

Manufacture was completed under an accelerated timeline, with all elements produced, finished, and quality-checked in-house. Installation across all five stores was delivered in a single coordinated overnight operation — a complex logistical challenge executed with precision.

The result was a visually striking, high-impact activation that captured Mermaid Gin’s story beautifully, combined premium craft finishes with engaging technology, and delivered a memorable customer experience across John Lewis locations nationwide.