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‘Cool’ redesign for sub-zero, submicron-distilled spirits

A new brand identity for Underground Spirits uses a stylized map of Canberra and a snowflake shape to reference the brand’s provenance and its ultra-cold purifying ‘cryofiltering’ process.

Underground Spirits' Shiraz Gin
Underground Spirits' Shiraz Gin

Underground Spirits, a sub-zero, submicron boutique distillery in Kambah, Canberra, Australia, has updated the strategic brand positioning, brand identity, packaging, and guidelines for its range of gin and vodka products with the help of drinks design agency Denomination. The new design draws on the brand’s Canberra roots and emphasizes the science behind their uniquely smooth drinks.

Underground Spirits Founder and Master Distiller Dr. Toby Angstmann patented a new method of filtering at sub-zero temperatures—a process inspired by his medical and scientific background as a practitioner in obstetrics, gynecology, and fertility. What started out as a hobby has turned into an award-winning, globally recognized product with a uniquely smooth, pure finish.

The new brand identity uses a stylized map of Canberra and a snowflake shape, which are direct references to the provenance of the brand and the patented ultra-cold purifying “cryofiltering” process.

Denomination’s use of a muted color palette for the range was inspired by the colors of the Canberran and Australian landscape, reflecting the quality of the local, natural ingredients and the finish of the product. Metallic ink on uncoated paper stock provides a beautiful, smooth, and natural finish, echoing the smoothness of the product inside. A holographic tamper seal brings a scientific feel to the bottles, echoing the innovative filtering method.

Denomination CEO Rowena Curlewis, 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.

“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.”

Says Angstmann, “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 Australia as well as the U.K.

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