Tasmanian designer Meg Perkins has won first prize at the international Dieline Awards for Dark Spirit whisky packaging design.
Perkins took out first place for her packaging design for whisky by Hobart distiller Taylor & Smith.
For the past 11 years, Dieline Awards has recognised the best in packaging design worldwide. 2021 marks the first time the award has been given to a Tasmanian, but not the first time Dieline has awarded an Australian winner, with denomination winning for Uovo Wine in 2020.
Perkins 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 featured talented Tasmanian women Sam George-Allen & Analeise Gregory as ambassadors.
Bold colours and a recognisable brand quality reflect the key ingredients and their environmental influences. A striking, reusable display case was also designed to be bought and kept pride of place.
The reusable display case also gives customers the opportunity to order new bottles to refill their display case, making savings for their pockets and the environment.
“There is incredible design work coming out of Tasmania. I’ve always felt that we have an ideal creative climate to be experimental, which gives me great scope to do original work,” she said.
“As a female lead it has always been important for me to embody the change I want to see in my industry. 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.”
Dieline also presented trophies to 204 other recipients across a wide range of categories.