The Art of Branding at Forest Distillery
At Forest Distillery, we’re often asked about our bottles. People pick one up and say, “This is beautiful, where did it come from?” And the truth is, it came from the same place as the spirit inside - from the forest. And from a real love of art, craft, and storytelling.
When we first started distilling gin, we didn’t have a ten-year plan or a flashy brand strategy. It was just Karl and Lindsay, wild-foraging botanicals in Macclesfield Forest, experimenting in the kitchen, and slowly discovering that what they were making, when paired with the right ingredients, was something special.
From day one, we wanted our spirits to look and feel like where they came from. Natural, earthy, and a little bit magical. The forest is a huge part of our identity... not just in name, but in character. So it made perfect sense to bring that into the design of our bottles.
The Papercut That Started It All
Long before Forest Distillery existed, Karl and Lindsay were admirers of British papercut artist Suzy Taylor. Her work is full of woodland scenes, wildflowers, folklore and tiny details - all cut by hand from a single sheet of paper. There’s no room for error. If she makes a mistake, she starts again.
So when it came time to design our first bottle, we reached out to Suzy and asked if she’d be up for a collaboration. What she created is something we’re still in awe of: a swirling, rich, one-of-a-kind piece featuring wild brambles, blossom, fruit and forest growth and somewhere in there, a hidden ‘S’ for Suzy.
We chose to wrap it around a white ceramic bottle, with minimal text, so her artwork could take centre stage. It’s a label that turns heads, but more than that, it says something about care, detail, and not cutting corners.
Enter the Weasel
If you’ve ever looked closely at our logo, you’ll spot a small, proud weasel. That came from one of our many walks through the forest, where Karl and Lindsay spotted one darting through the undergrowth. Weasels are often misunderstood... seen as mischievous or even unlucky in folklore. But we think they’re brilliant: cheeky, curious, full of character. They’re also local residents of Macclesfield Forest, which made them the perfect emblem.
Interestingly, a group of weasels is called a confusion – which feels about right for us most days!
We’ve stuck with that original weasel logo from the beginning. The lettering is inspired by old iron hanging signs – rustic, cut-out, and a bit timeless. Just like the forest itself.
From Gin to Whisky
When we moved into whisky production, we knew we wanted a new look that still held onto our roots. The new bottle is pitch-black with a gold foil papercut by Georgia Low, another incredibly talented artist. Her design has a slightly more magical, whimsical feel: stars hanging from trees, wild ferns, roses, brambles and acorns. It’s a sister piece to Suzy’s, but with a mood all its own.
Bottles with Purpose
Our ceramic bottles aren’t just for show – they’re vitrified and glazed to protect the spirits from UV light, helping to preserve flavour and quality. But we also wanted them to be kept, not thrown away. Once empty, they make lovely vases, candle holders, or kitchen storage – and for those who want to keep them in use, we offer refills at the Cat & Fiddle or via our plant-based refill pouches.
For trade customers, we created a 5L refill box featuring a bespoke watercolour by our in-house artist and marketing manager, Melanie Selstrom. It’s a gentle, dreamlike painting of the treetops around Macclesfield Forest, with hidden animals scattered through the leaves. A little moment of wonder, even in a back bar storeroom.
What It All Means to Us
To us, branding isn’t just about making something that looks good. It’s about making something that feels right. Something that reflects the care and curiosity that goes into every bottle.
The art, the bottles, the wild ingredients, the weasel… it’s all part of one story. And we’re still writing it – with ink, with spirit, and sometimes with a Stanley knife.
Thanks for being part of it.
