The return of an icon
Australia is changing. Growing more progressive, more inclusive – with a new generation that expects brands to reflect their values.
That’s the challenge Bundaberg, Australia’s oldest and largest spirits brand, found itself facing.
Sure, masculine cliches and campaign laughs played well in the 80s. But in a more progressive Australia, those approaches weren’t working as well as they once did.
An Aussie icon was in danger of becoming entirely ironic – with nothing to say to a fresh generation of drinkers.
ExpertiseBrand & Creative Strategy, Brand Identity, Packaging Design, Communications, 3-Dimensional Design
Think ‘Bundaberg’, think ‘Australia’. Small towns, local legends, and golden landscapes.
Since 1888, Bundaberg has been distilled in its namesake town. Over a hundred years later, the brand had become synonymous with a particular vision of Australia.
That’s the place Bundy needed to return to. A place so simple, so beautiful that you’d never want to leave. A place of sweet sunshine and long evenings out on the veranda.
To return Bundy to Bundaberg, a little time travel was called for. Looking back, then moving forward.
First, the Bundy Bear: a true Aussie icon, dating back all the way to the 60s. Now rescued from obscurity, cast in 260kg of iron, hand-painted, and placed proudly in front of the distillery.
But Bundy Bear was just the start. Soon, a whole new identity emerged—sun-drenched, unpretentious, joyous. A new logo, a new palette, drenched in the colours of the Australian landscape. An identity to welcome Aussies, wherever they may be, back to the Bundaberg way of life.
A new logo, a new palette, drenched in the colors of the Australian landscape. An identity to welcome Aussies, wherever they may be, back to the Budaberg way of life.
In the making
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