Takes You There
Every bottle is a unique story waiting to be discovered.
Takes You There
Client
Australian Distilling Co.
Location
Australia
Scope of work
- Campaign Development
- Creative Direction
- Marketing campaign creative
- Signage
- Video content
- Copywriting
Overview
In a crowded market with over 100 gin brands competing for attention, Martins was tasked with crafting a unique presence for the Australian Cities Gin Range. We needed an approach that reflected the brand’s DNA while celebrating its diverse range of gins, each inspired by and named after various Australian cities and regions.
Our solution was to develop a creative platform grounded in the essence of these locales, blending their rich flavours and cultural influences. By introducing the positioning “Takes You There” and creating a distinctive graphic tapestry for each gin, we highlighted the distinct character of both the city and its corresponding flavour profile. Each design was tailored to the place where the gin was distilled, offering a sensory journey that connected consumers to the heart of each location with every sip.
Through thoughtful art direction, we aimed to transport consumers, incorporating elements like architecture, landmarks, and regional flavours that define both the gin and its origin. At the core of each visual tapestry was a face, made up of local details such as an eye drawn from Adelaide’s City of Churches, merging art, jewellery, and architecture to create a compelling image that unveiled more upon closer inspection.
The campaign was rolled out across Sydney, Melbourne, Brisbane, Perth, and Adelaide using static and motion formats, including in-store activations, social media, and exclusive tastings at Dan Murphy’s. These were supported by video light boxes, branded merchandise, and promotional materials to create a lasting impression.
