Photographer: Evolved Images
Melbourne Gin is synonymous with Melbourne, a vibrant spirit with an urban edge celebrating the good things in life. Its label design reflects the tradition and history of Melbourne while paying homage to the classic arts-centric culture found there. Melbourne is one of Australia's finest cities with a long and impressive history. It is well known for its gold rushes, cultural sport, and high fashion. The golden 'M' is a nod to typography found on historical deeds and reminiscent of Melbourne sporting club monograms. Attending sporting events is an established Melbourne tradition that touches many people's lives. Now Melbourne Gin, through this central label element, feels like part of the collective life experience of the city. The simple tendrils create a decorative layer and represent the botanicals infused into the gin. The black background and generous space in the design reinforce a high fashion appeal. Textured paper, gold foil, and embossed elements make for a beautifully finished, high-quality solution that sits comfortably within the city it embodies.
Awards: Gold Award for Bottle / Packaging Design, 2021 SIP Awards