Tasmanian designer Meg Perkins has taken out first place in the international Dieline Award for Dark Spirits with packaging designed for whisky by Hobart distiller Taylor & Smith.
After just two years of private practice, this is a coup for the independent visual communications designer whose work spans signature branding for Art Month Sydney, Dark Mofo, Design Tasmania, R&R Smith Apples and her own award nominated jewellery line.
Perkins said, “there is incredible design work coming out of Tasmania. I’ve always felt we have an ideal creative climate to be experimental, which gives me great scope to do original work.”
For the past 11 years, Dieline Awards has formally recognized the absolute best in packaging design worldwide, bringing awareness to the immense value that lies in well-designed brand packaging.
2021 marks the first time the award has been given to a Tasmanian design firm, but not the first time Dieline has awarded an Australian women-led drinks design group with denomination winning for Uovo Wine in 2020.
“As a female lead it has always been important for me to embody the change I want to see in my industry,” said Perkins.
“Natalie and Ben of Taylor & Smith have always been amazing in affording me the trust I need to deliver innovative ideas, and we’ve seen this rewarded with such strong results.”
Taylor & Smith’s whisky is born from their boutique distillery synthesising the Tasmanian Landscape into small batch, experimental drinks to raise spirits.
“It is very important for small businesses in particular to take risks and be different; to seek out a distinct place in the market,” reflected Perkins.
She collaborated with Jesse Hunniford to realise her vision for the still and moving imagery for the visual communications around this campaign: sunshine stands as a metaphor for the smooth, warming spirit and is central to a campaign that challenges industry cliches of masculine and ‘wooden’ aesthetics.
Perkins’ winning recipe provides a striking example of what contemporary, creative whisky branding can be: the campaign features talented Tasmanian women Sam George-Allen & Analeise Gregory as ambassadors.
Bold colours, a recognisable brand quality, reflect the key ingredients and their environmental influences – single malt barley, pristine glacier lake water, the sun and the clear blue sky. A striking, reusable display case is designed to be bought and kept pride of place, similar to a table top book. The case allows the light to reflect, permeate and showcase the golden liquid.
The reusable display case gives customers the opportunity to order new bottles to refill their display case, making savings for their pocket and the environment.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]