Responses by Damian Hamilton, brand keeper/designer, Cornershop
Background: Ambra Spirits is a small, South Australian drinks company with a growing Australian footprint and following. With the rising popularity of small batch and flavored gins locally and nationally, Ambra saw an opportunity to include a range of citrus gins in its product portfolio. Ambra’s strategy for its range of liqueurs is to attract and inspire “Bianca,” a 30-year-old, aspirational, sophisticated and independent woman. This target audience is also relevant for the citrus gins, but with a wider reach to engage artisan gin drinkers.
Reasoning: The packaging design builds on Ambra’s brand story and is positioned to stand apart from local and national gin competitors. Ambra’s liqueur packaging, with Limoncello at the heart of the range, engages the spritzer market and features bold stripes inspired by beach symbols from Amalfi, Italy, and South Australia. Cornershop’s packaging design solution for the gin range also features an abstract beach landscape.
Challenges: Creating a label design solution that was different from Ambra’s liqueur packaging, but also maintained a connection to it. We achieved this by retaining Ambra’s bold, iconic stripes. The bottle’s narrow neck is a limited space to design and include branding and necessary information. Fortunately, we worked through this challenge when designing the liqueur labels, so it was not as difficult during this project.
Favorite details: We developed a solution that both maintains the stripes and continues to tell Ambra’s brand story. I’m specifically proud that some of the stripes have been highlighted with a gloss varnish to harmonize with the liqueur labels. I love the unique shape of Ambra’s bottle too. It is unconventional in the gin market, which gives it great shelf appeal and presence.
Visual influences: I’ve always loved Swiss graphic design, grid systems and geometric works by designers like Josef Müller-Brockmann. These influences subconsciously fueled my solution.
Anything new: We learned that we had a limited selection of adhesive papers that could be applied effectively to the narrow neck. This impacted our chosen production finishes so we could achieve the desired outcome.