Ideas Make Manifestos
brand development by sarah feeney
As surveillance and social media pervade our lives, privacy becomes more compromised and valuable.
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​Fuelling the demand for private, secure spaces that offer a consensual
“peep through the keyhole”
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into a bold world of forbidden products and experiences.
I'm a partner in double award-winning
Sweet Gwendoline French Gin
with distribution in 46 USA states.
Sweet Gwendoline French Gin
provides the intrigue and thrill people increasingly crave in an otherwise bland, conventional world.​​​​​
Sweet Gwendoline French Gin subverts the market by blending bold storytelling with high-quality craft gin, drawing inspiration from subculture and fetish art rather than traditional heritage cues.
By incorporating the iconic imagery of John Willie’s Bizarre magazine and the provocative persona of his infamous character, Sweet Gwendoline, the brand disrupts the category norms with playful sophistication, inviting consumers into a clandestine world of pleasure and authentic escapism.
"I love Sweet Gwendoline gin for sophisticated, inspired cocktails… but my favorite way to enjoy it is as a whip-cracking, smooth, dry martini.
It’s a spectacular spirit that really needs nothing added to make it memorable and pleasurable.”
Dita Von Teese.
Queen of Burlesque.
Since its launch in 2021, Sweet Gwendoline French Gin has grown rapidly, with 1,200+ bars and restaurants offering the gin, including Michelin-starred venues, Louis Vuitton’s Le Café in NYC and the Venetian in Las Vegas.
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D2C sales have surged, with a 52% year-over-year increase in 2024, shipping to 46 USA states.
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Social engagement is strong, with a 4.5% Instagram engagement rate (industry average 0.47%), driving 93% higher website traffic than category competitors.​
