MACq01 Hotel - Gin Tales
The coming together of two Tasmanian icons
Once upon a fabled encounter, a luxury storytelling hotel met a famed boutique distillery in a rendezvous for the ages. Introducing Gin Tales, an exclusive and immersive experience bringing MACq 01 Hotel together with the renowned McHenry Distillery.
Step into the world of Tasmania’s legendary characters one sip at a time with our immersive gin experience inspired by iconic Tasmanians.
From the no-nonsense Hearty & Resilient to the flair of the Curious & Creative, each gin captures a distinct character trait, using locally sourced botanicals and pure Tasmanian spring water from McHenry Distillery.
The gin range will take centre stage in a new storytelling experience - Gin Tales. Guests will sip their way through Tasmanian history, guided by a storyteller, matching the bold, quirky and curious stories with the flavours on their palate as they taste each gin.
Project Scope
Packaging design
Design concept
Illustration & image sourcing
Artwork
Production specification & management
This coming together of two Tasmanian icons was the inspiration for the label concept, the meshing of 2 images, that becomes visible the more you look. The graphic treatment encourages interaction and engagement, and the joy of discovery.
A bespoke suite of five gins encapsulate the essence of the 114 Tasmanian characters that feature throughout the MACq 01 hotel walls, each gin inspired by their bold and beguiling personality traits.
Being a suite of five, each had to be strong enough to work in isolation, but complement each other when sitting together in the Gin Tales tasting flight.
All of the illustration pairings are created using rights free imagery, as there was little budget for imagery. It took a lot of careful image searching and curation to bring together the images that worked with the narrative and personality of each label.
The Label architecture only required the McHenry branding as secondary, so this was used on the back label as a stamp of quality and acknowledgement of the partnership.
A matte finish uncoated label stock allows the labels to have a level to tactility, enhanced by the high build gloss UV that the secondary image within the MACq 01 window carries. This also encourages exploration and play with the bottle as light reflects across the surface.
The tamper proof seal features the bronze brand colour of MACq 01 that is consistent across the suite, featuring the MACq 01 branding at this level with a gloss finish to connect to the gloss UV on the main label.
A truly unique brief and set of labels for a hotel with many tales to tell.
Lose yourself in a one-hour experience as a MACq o1 storyteller transports your palate to the quirky, the weird and the wonderful, through a flight of five exclusive gins.
