Fluid Branding

Playful Gin PackagingBackgroundBellarine Distillery is a small batch quality distiller of whisky and gin on the Bellarine Peninsula. One of the first distilleries to open in the region since the late 1980s.Challenge Bellarine Distillery tasked Fluid with creating a brand for their range of gins and whisky. Fluid needed to consider the relationship of the master brand and product name and create a flexible brand architecture that would enable Bellarine Distillery to expand its product portfolio over time.Solution The project scope included the creation of the Bellarine Distillery master brand and e-commerce website, venue signage and uniforms plus label designs for a range of four gins Teddy & the Fox, Rosey & the Rabbits, Trooper & the Roo and the Old Dodger Navy Strength. The gins feature original illustrations by Stuart McLachlan, bespoke typography, coloured foils and a fine-toothed linen paper stock.Outcome Sales of Teddy & the Fox went well beyond the forecast expectations. The product achieved more than 300% growth in sales from a combination of wholesaling and direct-to-consumer through the Bellarine Distillery website and on-premise cellar door sales. Since the distillery opened on ANZAC Day 2018 their range of gins has grown to include four variants. Bellarine Distillery’s whisky is due for release in 2021.DeliverablesIdentity DesignPackaging DesignEnvironmentalDigital Design

Day for itBackgroundBetter Beer is the product of a joint partnership between social media influencers The Inspired Unemployed and Mighty Craft’s Torquay Beverage Company.Challenge Fluid were approached to bring to life the Better Beer brand assets across all touch points for the brand including future proofing the brand for future range extensions.Solution
The project scope included packaging, tone of voice to compliment the Inspired boys, secondary visual language for POS & collateral and an e-commerce website. A brand architecture was also developed so that Better Beer could expand its portfolio in the future.  Outcome Better Beer has been a runaway success. It was the most successful new brand beer launch for 2021 predicting that 3 million litres will be sold in 2022. And to top off the success Better Beer secured a top 10 spot in the GABs awards with less than 3 months on the shelves.DeliverablesTone of VoicePackagingDigital Design

Building The Big Australian’s BrandChallenge
In 2016, BHP faced a changing corporate landscape, a 30-year absence from the public-facing marketing landscape meant that BHP needed to build social value.Solution
Fluid Branding along with a range of agencies developed a range of above the line and below the line materials designed to demonstrate the important role BHP plays in the Australian economy, community and more broadly in global economic growth and development and building their brand purpose ‘To bring people and resources together to build a better world.’Fluid’s long term activations included a range of recruitment campaigns, building on the brand equity of ‘Think Big’ to attract high quality talent to the business. Fluid’s short term activations included a range of events, thought leadership animations, school worksheets and employee engagement campaigns.Outcome
Among Fluid’s key achievements in this period were a 41% female workforce for the South Flank recruitment program – far exceeding the industry average of 13%. Fluid established the internal identities for a number of employee engagement programs including Jasper for LGBTQ+ employees and the LinkedIn Learning education program.Fluid was also responsible for the layout and delivery of a full suite of reporting documents including financial reports, reconciliation action plans, modern-slavery statements, shareholder results presentations with animations and more.

Distinctive Dips PackagingBackgroundBlack Swan’s iconic food brand started as a family business with a passion for bold flavours and experimentation in the rowdy South Melbourne Market in 1985.ChallengeBlack Swan dips needed to reposition in the dips aisle where over time they had lost ground to new competitors, losing their distinctive positioning.SolutionFluid developed a new brand story built around the brand’s authentic heritage in the South Melbourne market, utilising its strong black brand colour in a new way to better connect its visual assets with its brand story. Embracing a crafter’s personality that was all about combining the right ingredients in the right way to create bold flavours, the brand had a story that could be used as a platform for new product development, activations and new category brand extensions.OutcomeBlack Swan was nominated for a 2016 AGDA Award and sales significantly increased as the new positioning was leveraged into a new soup, risotto and dips ranges.DeliverablesStrategyIdentityPackaging DesignCampaignDigital Design