72 Squared Whisky is crafted in Parramatta, the heart of Sydney’s Western Suburbs, by the Parramatta Distilling Co. Produced in a modest yet state-of-the-art 72-square-meter bond store, the whisky’s name and packaging are inspired by this very footprint, along with Head Distiller and Founder Dylan’s background as a tradesman and craftsman.

The packaging’s key feature is the tape measure—an iconic symbol of all tradesmen—wrapped around both the bottle and its closure. A rugged hose clamp completes the industrial look, reinforcing the whisky’s connection to craftsmanship and trade. This unique design captures the essence of Dylan’s journey, reflecting both his practical expertise and the meticulous process that goes into crafting every bottle.

Breaking away from the traditional whisky packaging cues, 72 Squared introduces a bold, vibrant yellow color palette paired with contemporary typography. These modern elements, combined with a distinct label shape, signal a new era in whisky, embracing innovation and approachability while maintaining a strong visual impact on the shelf, setting it apart from the crowd.

The Parramatta Distilling Co chose an unconventional approach to aging, opting for the minimum legal maturation time of just two years. Despite this, the controlled environment of their 72-square-meter bond store allows the whisky to develop a depth of flavor usually found in much older spirits. This innovative, bold process demanded equally striking packaging—modern, daring, and full of character.