Our task was to develop a new portfolio range for the Archie Rose Distilling Co., which was more approachable for a price conscious, at home drinker.

Our solution was to establish this new range as the basis for everyday drink greatness, the absolute, fundamental beginning to making any favorite cocktail at home. Thus, the name Fundamental Spirits positioned the brand perfectly. We then created a naming system that brought simplicity, clarity, and a bit of craft by starting with the word ‘Australian’, for provenance and then a three-word system to define the spirits: Straight Dry Gin, True Cut Vodka, and Double Malt Whiskey.

The brand’s design is anchored in a system of fundamental shapes. The logo icon itself is a bold, abstract ‘a’ with a geometric rose inside, as a monogram for Archie Rose. The precision the rose is drawn in connects to the extreme precision the distilling to applies to their creations. The glass structure was custom designed to be taller and more accessible than the core Archie Rose range, yet still nod to the signature range’s round shoulders and stature. The label communication design relies on a system of iconic symbols to explain the process and provenance across the range. The label architecture celebrates the variant name first, to show the consumer what’s most important is that this is the definitive Australian version of each spirit, brought to them by Archie Rose. Finally, each label is anchored in a bold, flavorful color blocking system that disrupts the status quo in each category but also connects the range to the parent brand’s color systems. To emphasize the bold simplicity of the range, a core look and feel was created that relied on simple icons for each drink that celebrates the cocktail each spirit is great for and to carry-on the language established on pack, to the off-pack and out-of-home world.