Mobius is a brand new distillery based in Marrickville, Sydney identified an opportunity to deliver a great pouring vodka, with a great price-tag, for the on-premise market.
Based on the target market (only the bar tender/operator) we were asked to consider target market positioning, name, tone, story and packaging.
We developed the 38 Special identity using a bespoke painted typeface that conveyed the Mobius team’s personality and premises whilst alluding to the product benefit. The packaging, including a raised logo profile to aid with navigation in the speed rail, dialled up the locality and designed a simple but engaging story without trying to make out it was something that it’s not – clean, produced locally, hand crafted and Australian. Simply, Smooth AF.
Strategy / Branding / Packaging