Playful Gin Packaging

Bellarine Distillery is a small batch quality distiller of whisky and gin on the Bellarine Peninsula. One of the first distilleries to open in the region since the late 1980s.

– Identity Design
– Packaging Design
– Environmental
– Digital Design


Bellarine Distillery tasked Fluid with creating a brand for their range of gins and whisky. Fluid needed to consider the relationship of the master brand and product name and create a flexible brand architecture that would enable Bellarine Distillery to expand its product portfolio over time.


The project scope included the creation of the Bellarine Distillery master brand and e-commerce website, venue signage and uniforms plus label designs for a range of four gins Teddy & the Fox, Rosey & the Rabbits, Trooper & the Roo and the Old Dodger Navy Strength. The gins feature original illustrations by Stuart McLachlan, bespoke typography, coloured foils and a fine-toothed linen paper stock.


Sales of Teddy & the Fox went well beyond the forecast expectations. The product achieved more than 300% growth in sales from a combination of wholesaling and direct-to-consumer through the Bellarine Distillery website and on-premise cellar door sales. Since the distillery opened on ANZAC Day 2018 their range of gins has grown to include four variants. Bellarine Distillery's whisky is due for release in 2021.

When the Whiskery / Bellarine Distillery, located in Scotchman's Road Drysdale set out on the journey to brand our venue and distilled products, we followed the advice of a business acquaintance and contacted Fluid. Being newcomers to the industry, where brand presence and label appeal are critical, we understood the importance of working with professionals, who could help us deliver on our objectives – to create a brand and product architecture for our range of distilled gin and whisky products. We are extremely happy with our decision to work with Fluid. Their consultative approach, working in partnership with their team continues to be rewarding and enjoyable. Our brand and labelling has received critical acclaim from the public and from our peers in the distilled spirits industry. The team at Fluid are professional, creative and wonderful to work with – demonstrating knowledge and leadership in bringing our vision to life. Thank you team Fluid we are thrilled with the result.

Russ & Lorelle – The Whiskery/ Bellarine Distillery.

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