About this project
About
Alembics is an established New Zealand lifestyle business. They supply handcrafted European copper stills, aromatic botanicals and distillation expertise. I was engaged directly by Alembics, to lead a complete brand refresh. Alembics wanted to diversify their target market, which at the time was predominantly older women living in rural areas, by appealing to a younger, gender-mixed and more urban audience.
Approach
At the beginning of the rebrand, I was aware of the upwardly trending interest in craft distilling, in particular the recent consumer fascination with gin. I sought to connect with diverse audiences by creating contemporary stories of pleasure, sensuality and knowledge—presenting Alembics as the modern revivers of an ancient craft and a generous maker-space of specialised education and expertise.
Result
The Alembics rebrand was extensive and is still evolving today with a new experiential Workshop and retail Apothecary outlet on the way. Over the course of the rebrand I helped define strategic goals, briefed and set the tone for professional photography and graphic design and rewrote all of the brand’s major touch points. Today, I continue to lead traditional and digital media campaigns, contribute to product development projects and deliver ongoing copy and brand writing.
