Direct Client

Dancing Sands is an independently owned, young but highly awarded distillery in Golden Bay, New Zealand.

I was tasked with doing a brand refresh and creating new packaging designs for their range of Gin products.

PREVIOUS BRANDING

The rebrand moved it from a functional brand with multiple, colourful looks to a cohesive, modern, premium brand with purpose and responsibility at its heart.

This was done by rejecting the old world of celebrating scarcity, heritage and old branding traditions and instead joined an emerging breed of modern premium brands that seek to inspire with a sense of mission, belonging and living in the now.

A vibrant, illustrated look was created, and a new brand asset was born – the Welcome Swallow, found at the natural spring where Dancing Sands takes its name. The creation of this new character allowed the brand to easily switch between delivering messages of provenance, flavours, and ingredients, reducing environmental impact or its wider brand purpose.

The new custom-designed bottles are made from at least 40% recycled glass, and are manufactured domestically, thus eliminating 15,000kg of carbon emissions annually. The labels are printed with non-toxic, soy-based inks on recycled paper and the outer shipping boxes are all compostable.