Project: Maker's Mark & Tryp Hotel
Client: Beam Suntory
Expertise: Brand Activation, Strategy & Packaging
When asked to build a bespoke, pre-batched Maker’s Mark cocktail experience for the Tryp Hotel’s rooftop bar in Brisbane’s Fortitude Valley, we knew we had a challenge. Aside from increasing sales and volume for Maker’s Mark, we needed something quick and easy to serve but not necessarily plastered with branding. Knowing the hotel was a contemporary, urban homage to all that is sophisticatedly cool, we needed to create something that was beguiling enough to feel part of Tryp’s fabric yet cut through and raise more than just a smile amongst guests.
Cue our collaboration with New Zealand based ceramicist Taus aka Tim Grocott. We’ve long been admirers of Taus’ elegantly handcrafted designs so jumped at the chance to co-create our exclusive Maker’s Mark & Tryp ‘Hip-Flasks’.
A cheeky play on the name, the flasks are modern yet functional in design with an everyday versatility - a design aesthetic that features heavily in Taus’ work. The illustrative finish being an additional nod to Marker’s Mark hand finished ethos, we also created curiosity by using the slightly more subtle brand moniker, S IV. Originally a limited edition brand activation, the flasks are now in their 6th edition as they get ‘re-homed’ with appreciative customers and art loving, hip-flask aficionados.
Brand strategy, creative strategy, creative direction, art direction, graphic design, illustration, activation, packaging, project management, production management & execution.