LARK Distilling Co.
KURIO BY LARK DISTILLERY
- Brand Strategy & Design
- Identity Design
- Packaging Design
- Comms
Kurio’s premium blended whisky is born from experimentation. We created a new-to-world identity to embody their free-spirited creativity.
THE CHALLENGE
As the most experimental arm of LARK (the original creators of Tasmanian whisky), the Kurio distilling and blending team is driven by innovation and creativity. But with an open brief to create a flavour-forward blend which fully celebrates Tasmania, they wanted to push the envelope even further.
To catch the eye of an audience looking for alternatives to Scotch and Japanese whisky, we needed to give Kurio a personality that could match the curiosity of the team behind it. We set out to create an identity that could honour the process just as much as the result.
THE RESPONSE
A nod to the makers and consumers in equal measure, we built a world around the inquisitive spirit that underpins the whole process. ‘Whisky for the curious, by the curious.’ became a simple expression of the complexity that makes Kurio so special.
For the visual design, the teams love of blending, mixing and sampling took us to a world of music. Remixing, reinventing and combining flavours in the same way the best new music takes inspiration from classic, iconic samples.
Echoing copy lines that promised ‘Flavour Beyond the Expected’, and the social assets that repeated the call to ‘Join the Curious’, we wanted an identity that would celebrate the creative pulse of the distilling team. Pulling together unexpected combinations to create something truly original.
Using illustration to build a layered roundel, we brought the story of both the makers and Tasmania itself to life. Calling on flavour cues, tropical flowers and graphics to convey human touch, we painted a picture of the connection between the islanders and the island. Stretching this graphic across the outer packaging and bottle label, we showcased the liquid story alongside a neck label coloured in crimson jam, mirroring Kurio’s flavour profile. The project marked the start of our partnership with LARK distillery, welcoming us into the whisky super-climate of Tasmania.
Taking inspiration from nightclub posters for a collision of visual worlds, we focused on the team’s ability to follow their own rhythm to create a spirit that’s always on the move. Balancing bold messaging with illustrated elements, we designed the posters to reflect the high-energy world of Kurio.
