Limited Label is an exclusive craft botanical dry gin designed for lovers of both gin and art. Founded by Maranda and Kim of Whitelaw Mitchell, this passion project is the embodiment of curiosity, craftsmanship, and creativity.
The idea was simple yet profound: to create collectable gin bottles adorned with bespoke artwork, elevating the experience of enjoying gin into an intersection of art and taste.
With a tagline like “Not for Everyone,” Limited Label unapologetically targets a discerning audience—people who appreciate exclusivity, craftsmanship, and storytelling. Each bottle, meticulously distilled in Marlborough by one of the world’s best award-winning distillers, becomes a canvas for an artist’s unique vision. Every detail is intentional, from the artwork to the packaging, ensuring Limited Label remains one of New Zealand’s most premium gins.
For the founders, it’s about more than just creating a beautiful object—it’s about forming a connection between the artist’s story and the collector who appreciates it.
This strategy has been crucial to targeting the premium market. Limited Label doesn’t just sell gin; it sells an experience, a feeling of belonging to an exclusive community. Whether through collaborations with renowned artists or hosting immersive art events, the brand ensures that every interaction feels like being part of a secret club. It’s the gift for someone who has everything. A bottle you never throw out and a story that lasts long after the gin is gone.
The focus on artistry sets Limited Label apart. Unlike conventional branding, where logos dominate the spotlight, Limited Label takes a step back, letting the commissioned artwork be the hero. Each bottle becomes a collector’s piece, with the only consistent branding found on an embossed leather neck tag—subtle yet striking.
Even the packaging is a masterpiece. Encased in a sleek black box with the brand ethos engraved inside, it’s a frame for the art as much as it is a container for the spirit. Buyers are encouraged to repurpose the box and bottle, turning them into lasting fixtures of their home bar or collection.
The bottle becomes a canvas, the box a frame—both designed to never be discarded.
With two editions released and more on the horizon, Limited Label continues to push boundaries in how commercial brands collaborate with artists. The brand’s vision is not just to sell gin but to celebrate creativity in all its forms—through art shows, live installations at gin festivals, and intimate tastings that bring the community together.
The founders believe gin is the most creative spirit, and with each new release, they aim to inspire through both the botanicals in every sip and the stories told by each artist’s work.
