Burdekin Distillery is bringing the beauty and botanicals of North Queensland to Australian shelves with the launch of its range of locally crafted rums designed by drinks branding specialist Denomination.
“Burdekin is a fresh take on Australian rum, inspired by the beauty of tropical North Queensland and the packaging needed to reflect that. This is why we enlisted Denomination, who demonstrated a deep understanding of our vision as well as the credentials in their existing beautiful and unique design portfolio,” Burdekin Distillery’s Tim Lamb said.
“Burdekin is different from your everyday rum, and this design breaks away from long-established norms in the rum category.”
Burdekin Distillery head distiller Jason Chan added, “What the team have created is a brand that reflects the region and the locally-sourced ingredients we use, as well as our values of sustainability, community and authenticity”.
With the packaging, Denomination has highlighted Burdekin’s home in tropical North Queensland, celebrating the locally sourced ingredients and the craftmanship that goes into creating each rum.
With market research showing that the craft rum market will grow by 5.5 per cent until 2031, Denomination said its design further reflects a desire for change in the category.
“Consumers seek rums with more interesting and sophisticated palettes, evidenced in Burdekin’s authentic yet innovative ingredients, and a focus on provenance and pride of place,” Denomination said.
“To underpin the exceptional quality of the ingredients and expert craftmanship, the design uses subtle gold embellishment amongst the lush, illustrated foliage and modern, sophisticated typefaces, whilst the back of the packaging includes a signature serve recipe to inspire consumers on how best to enjoy these new world rums: mixed in a cocktail, pared with a simple tonic, or enjoyed on its own.”
Denomination also worked with a young emerging Australian artist, Bridget Earner, to bring some of the label’s illustrations to life.
“We have created a design that showcases Burdekin Rum’s distinctive taste, which is drawn from the landscape of the region. Burdekin disrupts everything consumers have come to expect from a rum: it is modern yet delicate and distinctive. This rum is a window into the paradise of North Queensland,” Denomination CEO Rowena Curlewis said.