Project Overview
It’s not every day you get a knock on your door to create a gin brand for Margot Robbie & husband Tom Ackerley, and besties Josey, Regan & Charlie.
Papa Salt is a tribute to the group’s favourite pastime; long-flowing afternoons wherever the sun is shining and the water is crystal blue with their favourite gin in hand. An easy sip’n gin with zesty Australian botanicals.
Our challenge was to create an anytime gin brand that feels right at home from beachside to bar side, from east coast Australia to west coast USA.
Project Commissioner
Project Creator
Team
Creative Directors: Matthew Squadrito, Terry Squadrito
Designers: Matthew Squadrito, Belinda OBrien, Amy Ezaki
Project Manager: Lauren Temple
Production Manager: Chris Davey
Project Brief
Our brief was beautifully simple: “Capture the essence of what we (Margot Robbie & friends) love most about gin and drinking gin together in a brand and bottle… that can resonate with vodka and gin lovers locally and internationally”.
So naturally, we uncovered what this ‘essence’ looks, feels and tastes like whilst intentionally navigating towards a solution that is incredibly unique and differentiated from any gin out there. The design had to personally resonate with the founders, so we needed to dive into their ideal gin experiences; channelling memories of sipping seaside, spontaneous chance encounters, and go-to serves—gin, soda and citrus. Simple and satisfying.
Project Innovation/Need
The Papa Salt compact form, seaglass effect and naked bottle aesthetic is differentiated from any gin out there.
On the sustainability front, glass weight has been reduced and sits about 200 grams lower than the average spirit bottle. This, combined with the shape, results in a bottle that reduces its eco footprint.
Design Challenge
Our response is an intentionally simplistic design, cutting through the category and casting a fresh light on Australian gin. We reduced the design down to its bare essentials: a distinctive form with edges smoothed over as if shaped by the sea over time, an aqua-like blue to radiate freshness and a proud brand moment that alludes to a coastal story yet to be told.
As co-founder Tom Ackerley put it, “We’re looking for a bottle that feels right at home nestled into the sand or slipped into a backpack, but shows up confidently on a back bar.”
Portability and an easiness in hand adds to the sessionability of the liquid. This gin is an easy sipper best served with soda and citrus (the founders’ go-to). The rounded cubic profile borrows attributes from a hip flask—the perfect form for slinging into your bag. Indented side contours offer a comfortable grip in hand that feels effortless yet luxurious.
Effectiveness
The soft launch sold out almost immediately and Papa Salt is now poured at some of Australia's most iconic venues: Icebergs Dining Room & Bar, Raes on Wategos, Rick Shores & the Burleigh Pavilion.
Graphic Design - Identity and Branding - Food
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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