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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.

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