Interview with Analogue, 2025 silver Pentawards winner
We speak to Barry Darnell, Founder and CEO of UK-based agency Analogue, about their ITO Gin award-winning work, their creative approach, and what’s next for the studio
We speak to Barry Darnell, Founder and CEO of UK-based agency Analogue, about their ITO Gin award-winning work, their creative approach, and what’s next for the studio
Can you tell us a bit about Analogue: where you’re based, what your team is like, and what areas you specialise in?
Absolutely, Analogue is entering its 20th year of existence and we’re based in Leeds, in the north of England. We have a great studio space where we all come and work from IRL, this means things happen by osmosis and we can produce the best work when the whole team can be involved. Our team is made up of designers, illustrators, motion and 3D with client services to support.
How did you first get involved in packaging design?
Wow, it’s hard to think back that far. In the early days we worked with a lot of bars and restaurants and the natural progression was into the world of spirits and alcohol, and over the years we have done a lot of work in that sector.
Around 2011 we were invited to pitch on a project for Nickelodeon which turned out to be a packaging project for the one and only SpongeBob! This led us down a new path as a studio and since then we have worked on IP and toy packaging with nearly every big brand you can think of from Mattel to Minecraft and Netflix to Universal. It’s such a fun space to play in.
Squid Game Packaging by Analogue
Congratulations on winning a Silver Award in the 2025 Pentawards competition! How does it feel to receive this recognition?
Historically, we haven't entered many awards, but it’s nice to have your work appreciated by your peers. For me personally, I don’t get much opportunity to be 'hands-on' these days, so it was nice to roll up my sleeves and jump back into designing.
Tell us about your winning project, “ITO Gin.” What’s the story behind it? Any challenges you faced along the way?
This project is incredibly personal. The idea for ITO Gin was born at a family gathering in Japan, hosted by my late uncle-in-law, C.W. Nicol. He was a Welshman who had dedicated over 50 years of his life to Japan and was a passionate storyteller and environmentalist. It was his wish to forge a lasting bond between the UK and Japan that would continue long after he was gone.
At that meeting, he brought his family together with the Komaki brothers, who run a beautiful distillery that’s been making award-winning Shochu for over 100 years. I was lucky enough to be there, and that’s how the collaboration began.
The name "ITO" is the Japanese word for 'thread' and was inspired by a famous song about destiny and human bonds—how we are all threads woven into each other's lives. Given my uncle-in-law was a famous storyteller, it felt like the perfect name. The brand is built on the values of curiosity, connection, and craft, celebrating both Japanese craftsmanship and Welsh heart.
The main strategic challenge was creating a design that felt authentic to both Japanese and UK audiences. We had to find a visual language that could work everywhere. We solved this by focusing on simplicity—a bold colour palette, clean typography, and a name that works in both languages. We also designed the back labels with both Japanese and English translations so the bottles could be exported without needing extra stickers.
Personally, the biggest challenge was the weight of the story. This wasn't just another project; it was about fulfilling my uncle-in-law's wish. There’s a pressure that comes with a legacy project like this, but I approached it by pouring that heart and history directly into the design, ensuring every choice was meaningful.
Which part of the project did you enjoy the most?
I won’t lie, having to visit Japan was very special. The distillery that we worked with on ITO is in Kagoshima, which is the most southern tip of the mainland of Japan and an area that isn’t visited too often by travellers. Their warmth and hospitality was second to none and they made us feel like one family.
Can you share what you’re currently working on? Any upcoming projects you’re excited about?
That’s a good question! We have something pretty big bubbling away with Sprite. We’re creating a new whiskey brand for the Indian market and we have a number of high-profile and fun projects on with Mattel, from helping create new IPs to reimagining childhood favourites. So it’s safe to say, there is a lot we can’t wait to share with the world next year.
How does your team stay creative and inspired?
As you can see from my answers above, it’s variety, no two days feel the same and we cross pollinate learnings from all the different areas work in to stay fresh and relevant. Also having a diverse team with different skills and passions means we don’t’ have any sort of house style, for us it’s a feeling and why we position ourselves as Seriously Playful™️.
In your view, what is the true power of design?
At the end of the day, we have a commercial responsibility with the work we put out into the world, so it has to deliver against that, first and foremost. In the spirits sector, great design hopefully entices the consumer to pick the bottle off the shelf and try it. In order for them to become brand advocates, the liquid inside the bottle has to measure up to the same promise so they buy it again and tell the world about it.
If you could work on any dream project or collaborate with any brand, what would it be and why?
Easy, Jordan Brand. MJ is the GOAT and no one will ever come close. I’d love to play any small part in honouring his legacy!