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.