Shop by day, distillery underneath, De Moor has always lived in two places at once, and it never asked us to pick one. Generations sit side by side here: tradition doing the heavy lifting, modernity keeping it honest.

We built the identity the way the family runs the place: together. A double M, mirrored. A circle for the D. Colours lifted straight from the distillery's own pots. And underneath it all, a very Belgian refusal to take any of it too seriously. This is Aalst, after all, carnival country, where a gin label can wink at you without losing an ounce of craft.

Each range gets its own world: a deck of cards, a bit of mystique, old botanical engravings redrawn for now but the red thread never breaks. The gin came first. The lion came with it, mane rendered in botanicals, already flying the Flemish flag before we arrived.