Challenge

Following the success of Morris Single Malt Whisky, our brief was to create an accessible blended whisky targeted at mainstream premium whisky drinkers. The challenge was to leverage Morris Distillery’s award-winning credentials while creating a contemporary Australian brand with broader appeal.

Approach 

The climate at 36 degrees south is unlike anywhere else in the world. The extreme seasonal temperatures influence the ageing process, resulting in a whisky that is smooth yet complex, with true depth of flavour. Morris Distillery harnesses the raw elements and natural ingredients of the land, using locally sourced grains of wheat and barley, and water drawn from the Snowy Mountains. We channelled this into a distinctive tessellated bottle design inspired by the rugged land from which it hails. Considerations around glass weight were key in reducing both shipping costs and environmental impact.

The label design features an entwined ‘36’ wordmark, symbolising the marriage of natural ingredients and whisky-making traditions to deliver a unique regional expression. An embellished rooftop emboss adds a tactile quality to the label and a purposeful connection to the glass design.

“Collaborating with SQUAD was essential in realising our vision for a new-world regional Australian whisky brand. Drawing on the heritage of Morris Distillery, we sought to create a whisky that embodies both tradition and modernity, and SQUAD delivered this with a distinctive bottle and packaging design that cuts through.” — Michael Sergeant, Head of Strategy & Innovation, Casella Family Brands