Brisbane distillery, Milton Rum, has introduced new packaging across its range, developed by Melbourne-based design agency Studio Guild.
The redesign retains the brand’s storm bird emblem but moves away from its traditional masculine aesthetic to appeal to a wider audience. Each label features bespoke tropical illustrations inspired by Queensland’s subtropics, with variants differentiated through design:
- First Rain uses bright colours and rainforest imagery to reflect freshness.
- Dark Storm adopts darker tones to represent thunderclouds and heavy rain.
- Coffee Rum depicts budding trees and sunlight, symbolising calm after a storm.
Founder Alex Bell said, “At the distillery, we noticed the diversity of our clientele was evolving. Rum has become so much more accessible and more versatile – the time came for our brand to reflect that.”
Trish Dunstone, creative director and founder of Studio Guild, said the studio’s task was to retain the storm bird, while reinterpreting the rest of the identity. “We really pushed the boundaries and completely reworked the design,” she said.
The new packaging is manufactured in Australia and is already on sale at the Milton Distillery, online, and through retailers including Dan Murphy’s. The redesign has been created to allow for future seasonal or limited-edition releases to be incorporated into the portfolio.
The storm bird, a native Queensland species that flies ahead of storms, has been tied to Milton’s story since the floods of 1893 destroyed the original distillery. Bell reinstated the emblem when reopening the business in 2018.
