Underground Spirits: advert-body-2 by Denomination

The Underground Spirits range of gin and vodka has been given a new look by drinks design agency Denomination that draws on its Canberra roots and emphasises the science behind the spirits.

Underground Spirits partnered with Denomination to develop its strategic brand positioning, brand identity, packaging and guidelines for the range ensuring consistent application of the brand both on and off pack. Founder and master distiller Toby Angstmann patented a new method of filtering at sub-zero temperatures – a process that was inspired by his medical and scientific background as a practitioner in obstetrics, gynecology and fertility.

The new brand identity uses a stylised map of Canberra and a snowflake shape – direct references to the provenance of the brand and the patented ultra-cold purifying ‘cryofiltering’ process. Denomination’s use of a muted colour palette for the range was inspired by the colours of the Canberran and Australian landscape, reflecting the quality of the local, natural ingredients and the finish of the product. Metallic ink on uncoated stock provides a beautiful, smooth and natural finish, just like the product inside. The holographic tamper seal brings a scientific feel to the bottles, echoing the innovative filtering method.