When a crayfisherman becomes a distiller.
30 Knots was born and bred in windy Geraldton, Western Australia, and was founded by crayfisherman and distiller Muz, who grew up riding the tides and bracing for ocean storms. Apart from the legendary winds of Western Australia, Geraldton is well known for its local lighthouse, keeping weary sailors safe for generations, and providing inspiration for this packaging.
Geraldton is a region of hard working and inventive seafaring locals, a ‘hands on’ community. This sensibility was key to creating the brand and packaging. “Nothing fancy” the client said, so the approach strips back all the norms associated with spirits packaging; the decorative, the botanical, and the overly complicated. The result is a bold and purposely ‘undesigned’ pack that captures the locals’ relaxed way of life.
The distillery itself was hand built by the founder, reusing, repurposing, recycling, and re- imagining local materials such as old jetty timbers, scrap metal, bricks, and ship furniture.
The packaging design took inspiration from the region and the locals ‘salt of the earth’ values. The lighthouse inspired custom bottle is labeled with a utilitarian style design, using bold typography, keeping things simple and fuss free whilst remaining crafted. The importance of the region is reinforced with the oversized postcode featured front and centre.
Each product in the range is identified with a unique Australian colour, inspired by the sun-bleached and weather-worn houses from the Geraldton coastline. The overlay of foils, varnishes and embossing on a heavily textured stock provides a tactile experience, reminiscent of ocean spray and sandy beaches.
The wrap label format invites exploration, and as the bottle is turned, the restrained and serious typography from the front appears to blow off the pack, finishing with the tasting notes being swept up by the 30 Knot winds of Geraldton. A rustic timber closure is finished with a neck seal, featuring the brand mark and postcode. The tone of voice in the copy brings some Australian humour to the pack. The tagline of “Crafted in small batches and windy conditions’ reinforces the small and bespoke nature of each product while poking fun at the region’s reputation and letting the consumer know it doesn’t take itself too seriously.
Both bottle and pack strike a fine balance of communicating the credibility of the liquid, while still paying homage to the distillery’s ‘true blue’ ethos – A celebration of all that is great in regional Australia.
