Brand creation
06 / Identity
Distillery 031
From a nameless product and an empty building to an award-winning brand.
THE CHALLENGE
Distillery 031 began as a product without a name, housed in an empty building. The opportunity was to create a distinctive brand rooted in Durban, with the personality and flexibility to grow alongside the business.
The thinking & execution
I led the brand development from the ground up, creating the name, identity and tagline. Durban's 031 dialling code became the starting point for a visual language inspired by the city's architecture, flora and fauna. I then extended the identity across packaging, signage, the website, social media, menus and in-store advertising, building a cohesive brand experience across every touchpoint.
The impact
Distillery 031 evolved into an internationally award-winning brand, expanding its product range and developing a family of sub-brands. The identity became the foundation for the wider business, demonstrating how a strong brand idea can grow well beyond its original application.
The work, in detail.
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