Designed by: PepsiCo Design & Innovation
Country: United States

Act of Treason Packaging Design: Australia’s Unique Agave Spirit

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Act of Treason is a unique Australian Agave spirit that pays homage to its Mexican roots while embracing its Australian identity. This spirit cannot be marketed as “Tequila” due to geographical protections, but the process of its creation is similar. The spirit is made from 600,000 baby Blue Webber Agave plants (Agave tequilana weber azul) that were uprooted and grown on a purpose-built farm and distillery in Eden Lassie, Queensland.

This farm and distillery, Australia’s first coastal agave farm, is located in the Whitsundays’ rain shadow known locally as The Dome. The unique weather patterns here allow the rain and storms that come over the Great Barrier Reef from the Coral Sea to bend around the farm, pushing the rain away. It then returns via the waterways upstream.

The result is a liquid that is single estate 100% Australian agave spirit. It is double copper pot distilled for a softer, smoother spirit with a distinct and unique grassy, lime and tropical fruit taste.

The name Act of Treason encapsulates the spirit of the story. Mexican Agave plants were uprooted and grown in Australia, a bold move symbolized by the hand triumphantly lifting the upside-down Agave. This symbol was hand-crafted, and lino printed to give the brand an earthy and authentic aesthetic.

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

The creative agency behind this project is Red Dot Studio Ltd based in London, United Kingdom. The project type is Identity and it is currently published. The market region is Oceania and the project deliverables include brand design. The industry is retail, and the keywords are Brand Design, Packaging, Tequila, Design, and FMCG.

Credits for the project include Creative Directors Sam Lachlan and Christian Eager, Designers Angus Meikle and Hannah Gurney, and Illustrator Mathilde Solanet.

Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
7

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Designed by: PepsiCo Design & Innovation
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Act of Treason Packaging Design: Australia’s Unique Agave Spirit

7
Introducing Act of Treason: Australia's Unique Agave Spirit
Act of Treason is a unique Australian Agave spirit that pays homage to its Mexican roots while embracing its Australian identity. This spirit cannot be marketed as “Tequila” due to geographical protections, but the process of its creation is similar. The spirit is made from 600,000 baby Blue Webber Agave plants (Agave tequilana weber azul) that were uprooted and grown on a purpose-built farm and distillery in Eden Lassie, Queensland.

This farm and distillery, Australia’s first coastal agave farm, is located in the Whitsundays’ rain shadow known locally as The Dome. The unique weather patterns here allow the rain and storms that come over the Great Barrier Reef from the Coral Sea to bend around the farm, pushing the rain away. It then returns via the waterways upstream.

The result is a liquid that is single estate 100% Australian agave spirit. It is double copper pot distilled for a softer, smoother spirit with a distinct and unique grassy, lime and tropical fruit taste.

The name Act of Treason encapsulates the spirit of the story. Mexican Agave plants were uprooted and grown in Australia, a bold move symbolized by the hand triumphantly lifting the upside-down Agave. This symbol was hand-crafted, and lino printed to give the brand an earthy and authentic aesthetic.

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

Act of Treason Packaging Design: Australia's Unique Agave Spirit

The creative agency behind this project is Red Dot Studio Ltd based in London, United Kingdom. The project type is Identity and it is currently published. The market region is Oceania and the project deliverables include brand design. The industry is retail, and the keywords are Brand Design, Packaging, Tequila, Design, and FMCG.

Credits for the project include Creative Directors Sam Lachlan and Christian Eager, Designers Angus Meikle and Hannah Gurney, and Illustrator Mathilde Solanet.

Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
Act of Treason Packaging Design: Australia's Unique Agave Spirit
7
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