Project Overview
Distiller and Managing Director Holly Klintworth is one of a very select group of second-generation distillers in Australia and was recently elected the Australian Distillers Association's first female President. Holly draws inspiration from her coastal home where the sea meets the wine-growing hinterland, to handcraft a grape-based eau de vie spirit, using traditional methods from the Charente region of France.
Holly draws inspiration from her coastal home where the sea meets the wine-growing hinterland, to handcraft a grape-based eau de vie spirit, using traditional methods from the Charente region of France.
The Bass & Flinders portfolio needed to reflect the above sentiment to increase its quality credentials and truly reflect the provenance that makes this award-winning spirit.
Project Commissioner
Project Creator
Team
Amber Bonney - Founder/Head of Strategy
Andy Ashton - Innovation Director
Brian Llagas - Design Director
Steve Wren - Business Director
Steph Elhrich - Designer
Matthew Oconnor - Senior Finished Artist
Project Brief
The Mornington Peninsula is no stranger to the pursuit of the highest quality, flavour and craft perfection. This fertile region attracts the country’s best makers and growers, dedicating their life’s work to the creation of boutique locally sourced products.
Bass and Flinders joined this dedicated group, establishing the very first distillery within the Mornington Peninsula in 2009, quickly establishing their passion for adventure and desire to create a range of high-quality, artisanal gins brandies and liqueurs, that truly reflect the landscape and heritage.
Achieving substantial organic growth since launching with fine brandy and expanding into boutique gin and liqueurs, the Bass and Flinders team identified the need for greater cohesion and structure across the portfolio. With a growing range and increasing market pressure in the Australian craft gin category, a defined brand story, packaging design system and visual language were required to help the brand bring its identity in line with it’s awarded credentials.
Brand goals included:
- Elevate the quality credentials of the product and link to the brand's provenance
- Redefine the brand positioning to create greater distinction and presence in the market
- Unify the portfolio across Gin, Brandy and Liqueurs (15+ variants)
- Create production cost efficiency through label harmonisation
- Elevate the Eau Di Vie method into something notable and clear for consumers
Project Innovation/Need
The Edison Agency partnered with Bass and Flinders to help transform the brand’s identity and showcase to the world what makes their small-batched spirits so uniquely different. Inspired by traditional French distillation methods and the surrounding Mornington Peninsula hinterland – the identity brings to life the innovative spirit of their people and passion for artisan spirit making.
Edison’s creative team worked closely with Bass and Flinders marketers to create something remarkable and brave. The new design is a system established to showcase the family of products with flexibility for range growth and limited releases. Bass and Flinders have carved out a distinct space within a hectically cluttered category with their quietly progressive brand story. A female Master distiller carrying on a family legacy, a personalised cellar-door experience in the heart of Mornington Peninsular, sophisticated distilling methods and a team of leading industry makers and thinkers – it’s no wonder Bass and Flinders call themselves “the spirit of Mornington Peninsula”.
Design Challenge
Bass and Flinders is artfully different. The fluid label forms are symbolic of the peninsula sea floor, with topographic illustrations designed to flow effortlessly around each bottle giving the liquids a beautiful sense of depth and distinct flavour.
Both individually beautiful and collectively harmonious, each individual spirit -from Christmas Brandy to Limoncello- has a select colour palette and detailed embellishments unique to its style and flavour – no two bottles are the same.
Effectiveness
The new range design has created a portfolio that re-enforces Bass & Flinders brand awareness across the entire range via a distinct bottle silhouette, punt design and labelling system.
The quality credentials and connection back to being "Mornington's first distillery' highlight the craftsmanship and provenance as a direct point of difference.
Through clever design, significant production savings were also generated through the continuity of the base label system creating economies of scale.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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