Mark Holdsworth, a spirits industry craftsman, Camden local and former market stall worker, has engaged jkr to launch gin brand Half Hitch, unearthing and reinvigorating Camden Lock’s past industrial glory.
“Camden is best known as London’s music capital and its original bohemian market. I worked on one of its market stalls in my youth but, only recently, stumbled upon its past gin glory when my daughter told me about her school’s trip down to the canal to teach them about the local industry that prospered in the late 1800s. It was then that I found the tell-tales such as the street-name Juniper Crescent and delved further,” explained Holdsworth.
“My dream has been to bring back distilling to Camden Lock, reconnect locals’ appreciation of the hard graft of a tremendous industrial era, and produce a gin that will hopefully stand the test of time and stay forever in Camden Lock.”
Drawing inspiration from “the heritage of Camden’s industrious past” jkr creative director Daniela Nunzi-Mihranian said Holdsworth chose to work with the agency due to its “longstanding creative relationship” and “established associations with Camden”.
Of the packaging design, she added: “The heft and wrought iron cues were expressed through the use of a metal label and finished in a mix of coloured lacquers and monochrome to capture both the craft and the beauty of the product itself. Authentic and bold, our desire was to reflect the effort and determination that goes into every bottle to deliver such a distinctly British gin.”
Half Hitch is distilled in The Vaults, Camden Lock with the time-intensive heritage craft combined with modern day vacuum distillation. The gin is available from this week to Camden and London-based bars, hotels and public houses as well as online and, on occasion, from Holdsworth’s Classic Land Rover in Camden Lock Market.