Australian beverage brand Underground Spirits has given its gin and vodka portfolio a new look in the UK to highlight its links to Canberra.
Underground partnered with design company Denomination to develop its brand identity and packaging, while placing an emphasis on the science behind its spirits.
Founder and master distiller Toby Angstmann patented a new method of filtering at sub-zero temperatures – a process that was inspired by his medical background. What started out as a hobby has turned into a product with a “smooth, pure finish”.
The bottle design features a stylised map of Canberra and a snowflake shape – direct references to the provenance of the brand and the patented ultra-cold purifying 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 local, natural ingredients and the finish of the product.
The holographic tamper seal aims to bring a scientific feel to the bottles, echoing the innovative filtering method.
Denomination CEO Rowena Curlewis said: “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.
“This is a company that has come a long way in just two years and we wanted to convey the very real sense of excitement and love for what they do that comes across when you meet the Underground Spirits team.”
Angstmann added: “Underground is about invention, family, friends and unwavering passion. We’re proud of the progress we’ve made in the last couple of years and we’re proud of our Canberra roots. We think all of that is captured perfectly in our new look. The Denomination team have done a great job.”
The gin and vodka are available in the UK with an recommended retail price of £45.
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