In 1890, unprecedented flood waters inundated the riverside suburbs of Brisbane, Australia. Affected by flood damage, the Milton Rum Distillery, then one of Queensland’s largest rum producers, never reopened and ceased production in Milton for over a hundred years.

Today Milton Distillery has awakened, fuelled by fresh passion and a desire to reimagine rum. The urban distillery sits only a few blocks from where the original Milton Rum Distillery once stood.

Milton Distillery approached Studio Guild to recreate their brand for a new generation of Rum drinkers. In order to re-position the brand for growing interest from female consumers, younger males wanting to experiment within the Rum and Cane Spirit category, and the growth of cocktails – a fresh, new, gender-neutral look was needed.

Central to the brand story is the Eastern Koel bird. Also known as the ‘storm bird,’ which was said to fly ahead of rising flood waters, warning residents of the pending danger. Here on the label, it takes on a protective role as well as prominently standing proud on shelf creating a cohesive brand architecture. Within the bird is the Brisbane River showing the extent of the flood waters in 1890.

Each cane spirit tells its own chapter as part of the brand story, relating not only to the tropical environment, but what is in the bottle. Stormy Skies – a bold refined spirit that captures the essence of an impending storm over the cane fields.
First Rain – a delicate spirit which embodies purity and clarity delivering a refined clean finish capturing the first scent of rain.
Rising Sun – stands as a tribute to the art of crafting spirits that inspire and excite, like the dawn of a new day, redefining what a coffee rum can be.

Studio Guild also created the new product names to connect with the imagery and create a moment experienced.

In addition to the new brand lock-up, Studio Guild created a suite of secondary assets that communicate elements of the product, but can be used elsewhere for marketing collateral beyond the pack, adding value for our client.