Brookie’s Byron Dry Gin is made with a passion to highlight the rainforest regeneration of the Northern River region in New South Wales, Australia.
With only 1% of the rainforest still remaining in the region, the Brook family have worked for over 30 years to regenerate a patch of land on their Macadamia farm, planting over 35,000 new rainforest trees and employing sustainable farming practices.
On a tour of Australia, the Brook sons met the legendary master distiller Jim McEwan — one of the most awarded distillers in the world, known for Bruichladdich, Bowmore and The Botanist Gin.
It was here that Jim ignited their inspiration to create Australia’s first farm distillery, as a voice for rainforest regeneration and sustainable farming. By using the native botanicals grown on the land and the pure, volcanic water of Mount Warning Jim trained Eddie and Will to distil a signature gin of their own.
To gain a clear picture to inform our strategy Co Partnership visited the farm and hand foraged native botanicals to understand the final product and the vision for the distillery. This was crucial in building their brand positioning statement, ‘It’s in our nature’ which went on to inform all our design decisions and is used throughout the brand packaging and tone of voice.
It was important to the Brook’s not to become a niche brand but to position themselves a classic Australian gin, distilled in the London Dry Style. Every element of the package was deeply considered to capture their story and reflect the experience on the farm. The silver tin capsules reference the hanging tags from the Macadamia trees and the label paper stock is made from recycled sugar cane.
The Brookie’s signature logo is hand lettered and retains the imperfections of the first version produced for a personal touch and an established feel. The Brookie’s B is created by two leaves embossed in a rich, copper foil to reference the still, surrounded by a deep emerald green to place the brand at the heart of the rainforest.