The Underground Spirits range of gin and vodka has been given a fresh new look by drinks design agency Denomination that draws on its Canberra roots and emphasises the science behind the uniquely smooth spirits.
Vodka and gin distillery Underground Spirits partnered with Denomination to develop its strategic brand positioning, brand identity, packaging and guidelines for the range ensuring consistent application of the brand both on and off pack. Founder and master distiller Dr Toby Angstmann patented a new method of filtering at sub-zero temperatures – a process that was 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 recognised product with a uniquely smooth, pure finish. The new brand identity uses a stylised map of Canberra and a snowflake shape – direct references to the provenance of the brand and the patented ultra-cold purifying ‘cryofiltering’ 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 quality of the local, natural ingredients and the finish of the product. Metallic ink on uncoated stock provides a beautiful, smooth and natural finish, just like the product inside. The holographic tamper seal brings a scientific feel to the bottles, echoing the innovative filtering method.
Rowena Curlewis, CEO, Denomination, 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.”
Angstmann says: “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.”
