Project Type: Produced
Client: Battery Point
Product Launch Location: Global
Packaging Contents: Whisky
Packaging Substrate / Materials: Glass bottle
Battery Point Distillery was founded in 2018 by historic boutique hotel Lenna of Hobart. Owners Lloyd and Jan Clark brought on head distiller Jack Lark to lead the development of their spirits. Jack is the son of Bill Lark, who is widely credited with kickstarting the modern Tasmanian whisky industry. Today, Tasmania is respected the world over as a producer of some of the finest whiskies available.
The Clarks approached Denomination because they wanted a standout, groundbreaking brand and packaging identity to do justice to their premium, unique and handcrafted whisky, which has a limited release of 170 bottles.
Battery Point Distillery now has a compelling and credible brand strategy and packaging identity that draws on the authenticity of the handcrafted distilling techniques and provenance. The creative approach centres on the blue rings that were painted on the distillery’s first barrels. It’s a clean, uncluttered and brave approach that’s unmistakably Battery Point – and it works very well across all brand touchpoints, standing out online and in optic line-ups.
Denomination chose Stardos Stencil Font and the distiller’s own handwriting to celebrate the handcrafted, small-batch nature of Battery Point, an approach that also gives the brand a premium look and feel that will appeal to the connoisseur target audience. The colourway – the fresh blue and wood of the distillery’s barrels and an off-white – is clean and vibrant, reflecting Tasmania’s pure environment.
So many whiskies from beyond Scotland’s borders endeavour to replicate Scotch design cues – stags, distiller signatures, lochs and glens, etc. Battery Point is unapologetically modern and Tasmanian, and steps away from category conventions in a big way, allowing the brand to shine and remain true to its roots.
“Battery Point’s whisky steps away from category conventions in a big way, allowing the brand to shine,” says Rowena Curlewis, CEO of Denomination. “Unique, original and 100% ownable by Battery Point, the brand asset is also very flexible and can be updated with future batch numbers and barrel blends to allow cost efficiencies and a handcrafted feel.
“It says we are confident yet restrained, understated yet luxurious, and use traditional methods but with contemporary flare.”