Underground Spirits gets fresh look from Denomination

From: Packaging News

Underground Spirits gin and vodka has been given a fresh new look by drinks design agency Denomination that draws on its Canberra roots.

Emphasising the science behind the smooth spirits, Denomination developed its strategic brand positioning, brand identity, packaging and guidelines for the range ensuring consistent application of the brand both on and off pack.

The new brand identity uses a stylised map of Canberra and a snowflake shape – direct references to the provenance of the brand and the patented ultra-cold purifying ‘cryofiltering’ process.

Denomination’s use of a muted colour palette for the range was inspired by the colours of the Canberran and Australian landscape, reflecting the quality of the local, natural ingredients and the finish of the product. Metallic ink on uncoated stock provides a beautiful, smooth and natural finish, just like the product inside.

The holographic tamper seal brings a scientific feel to the bottles, echoing the innovative filtering method.

Rowena Curlewis, chief executive, Denomination, says: “We wanted to create a brand design that reflected the fresh, innovative approach of Toby Angstmann and the team at Underground Spirits, and celebrated the brand’s Canberra origins.

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