Branding & Packaging Design
Discovery
Branding agency, Percept, was selected by this alcoholic beverage company for their expertise in packaging design.
The partnership between the two companies began with an immersive brand assessment workshop designed to pinpoint the optimal market positioning for the brand.
Through competitor branding and packaging design audits, as well as in-depth discovery discussions, the combined teams of Percept and Montira unearthed the ideal brand proposition and unique selling points that would be key to successful branding and packaging design.
This often overlooked step is critical in the design process because it lays the foundations for shaping an authentic brand story. In this case, the branding and packaging design made sense to be based around the distiller’s refined craft and uncompromising use of quality local ingredients.
Branding Strategy
The branding strategy was built to capture the brand’s essence as a premium, New Zealand-crafted gin.
The discovery process identified the theme of “Pure Ingredients from New Zealand’s Best Landscapes,” which informed each branding and packaging design decision moving forward.
The frosted bottle, evoking the cool South Island climate, and the natural ink-dip finish are quite distinctive on-shelf at the point of sale, while highlighting the brand’s artisanal roots.
The narrative across all branding celebrates the beverage’s mineral-rich water and natural botanicals. This creates a sensory connection that speaks to the purity and uniqueness of the product.
Packaging design specialist, Percept, crafted the core elements for all branding;
Brand Purpose — To craft the purest gin, honouring New Zealand’s natural landscapes.
Brand Promise — A pure, smooth experience steeped in precision and care.
Brand Values — Sustainability. Authenticity. Craftsmanship.
Brand Pillars —
Natural Ingredients: Sourced from New Zealand’s native landscape.
Precision Process: Small-batch, triple-distilled gin steeped in mineral-rich water.
South Island: A reflection of New Zealand’s pristine beauty.
Brand Story — Montira gin is a true testament to patience and precision. Crafted in small batches, our gin is made using a meticulous process that begins with triple distillation. Carefully selected botanicals, juniper berries, native herbs and citrus peels are steeped in this mineral-rich water to create a blend of crisp, earthy and zesty notes. The result is a gin unlike any other — pure, smooth and crafted with care.
Packaging design can literally make or break the success of a product, especially in the competitive environment of the alcoholic beverage market where retail brands jostle to connect with the consumer.
The packaging design that Percept developed for Montira is a celebration of craftsmanship and natural beauty. The bold wordmark asserts confidence and quality, while clearly distinguishing it from the branding of competitors.
The packaging design features a frosted bottle, which reflects the South Island’s climate. The individuality created by the white ink dip is a bold detail that adds a modern touch that catches the eye in a saturated in-store situation.
The prominent visuals of picturesque landscapes on the product labels capture the essence of the brand’s heritage and commitment to local ingredients. The native-inspired theme is reinforced with a photography style that captures the feels of their area, bringing the story of purity and patience full circle in a branding and packaging design solution like no other.
