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WORK POWERFULLY DREAM BIG
The Concept
Joie de Vivre is a Canadian pink gin founded by Tory Hines and inspired by beautiful experiences and finding joy in the everyday. The goal was to create a premium spirit that felt colourful, feminine and full of personality, bringing a fresh perspective to a traditionally serious category. The Joie de Vivre label series was awarded a Silver Medal at the 2026 Excellence in Flexography Awards
Designed to be as display-worthy as it is distinctive, the custom die-cut label combines whimsical botanical details with metallic foil, bringing a playful yet premium finish to the bottle.
For Tory, the experience of creating Joie de Vivre was just as special as the final result. She described the finished identity as the “label design of my dreams” and, even more meaningfully, shared that our time working together turned into a beautiful friendship along the way (love ya, Tory!)
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