What’s the challenge? 

Back in 2014, founder Will Edwards had a vision to redefine urban distillery culture and build Australia’s leading multi-spirit distillery right here in Sydney. 

With nearly a decade-strong relationship, our privilege and role has been to support the Archie Rose team in achieving a leading, new-world distillery position and build the brand for continued growth across multiple spirit categories and sales channels.

Insights

At the time of launch, distilling was generally associated with the traditions of whisky making in Tasmania, a ‘behind closed doors’ craft that took place in regional towns. For 160 years the city of Sydney had not seen a functioning distillery, so there was a clear opportunity to bring a contemporary distillery experience with a ‘come one, come all’ message to Sydney-siders. Products and serves needed to relate to the many types of spirit appreciators and satisfy a broad array of tastes.

Setting the scene

With good ol’ fashioned desk research we uncovered anecdotes from Sydney’s only prohibition period. Local distillers nicknamed ‘Archies’ would produce bootleg spirits by whatever means possible. This led to the name Archie Rose, AKA ‘Archies of Rosebery’.

Archie Rose is guided by their belief in transparency—to openly share the ethos behind what, how and why they do things. The team have an unwavering passion to expand peoples’ knowledge of well made spirits and to champion the freedom of enjoying those spirits in whatever way they want, wherever they may be. The tagline ‘Made in good spirits’ captures the simple and approachable ethos of Archie Rose.

A robust packaging system 

So, how do you design a packaging system that future proofs a portfolio spanning several categories (gin, vodka, whisky, rum, Tailored Spirits, limited release and cocktails)? 

It starts with a custom glass design inspired by their original copper pot still, offering a 360 degree recessed label area. The full wrap label acts as a canvas for endless creative possibilities which, through the years, has led to an impressive and truly unique collection of designs—from mainstay products to extremely limited releases. 

The Whisky Legacy

A restrained design approach is magnified by impeccable production—a timeless icon that will age beautifully alongside award-winning spirits.

Housed in a custom white hexagon box, the distinctive modern form and use of white cuts through the predominantly dark palette of local whisky brands and radiates on the shelf with understated sophistication.

Limited Release

Reserved for the most extraordinary creations and driven by a desire to continually innovate and push the boundaries of spirit-making. 

Limited Release has been successful for Archie Rose because they can branch out to so many different forms of innovation by embracing cultural trends, the latest tech and unique ingredients—opening up unlimited possibilities for creative expression in design, cocktail serves and hospitality experiences.

Advertising and Content

We’ve always considered the Archie Rose brand holistically from the start, so bringing the brand and products to life via key visuals and campaign assets was a natural progression.

Whether it’s 3D visualisations or photography, we’ve created quite a few key visuals over the years from core products like Signature Gin to sought after limited releases like the Archie Rose x Messina collaboration, Neapolitan three spirit set. 

From a campaign perspective we’re just getting started, realising the possibilities of telling the Archie Rose story through the line across OOH, digital and social. Most recently, we helped ring in the 2023 summer festival season with a youthfully-targeted, music-driven Canned Cocktail campaign highlighting REAL flavour and REAL award winning spirit credentials.

Website

We created a bespoke eCommerce website that offers customers the opportunity to buy Archie Rose spirits, cocktails and experiences online. Venture beyond the label and into the digital realm with a deep dive into how your favourite Archie Rose spirits are made – with full tasting notes, detailed production information and cocktail inspiration. 

The world-first Tailored Spirits platform

We created a world-first platform called ‘Tailored Spirits’, where spirit lovers are empowered to customise and personalise their own bottle of vodka and gin, or cask of whisky online.

We designed a label template system that offers overprint in-house personalisation and unique artist collaboration artworks. This successful system allowed the team to apply to bottle cocktails releases and small run projects.

Result

Nearly a decade on, we have seen Will’s vision realised and continue to innovate the brand across packaging, advertising and content so more Australians can enjoy better made spirits and cocktails.