Heidelberg Labelling Award

Award Criteria

This Award rewards excellence in the design, visual quality and technical execution of the label in conjunction with the other pack components as a finished product.

Entry Submitted By

Diageo Australia

Package Title

Bundaberg 101 Limited Edition Rum

Package Component Manufacturer

Bottle: O-I, Penrith Label: Collotype, Adelaide Cap: Guala (Auscap), Victoria Gift Box: Hannapak, Sydney Shipper: Visyboard, Queensland

Package Designer Functional

Diageo Australia, Barker Gray

Package Designer Graphic

Barker Gray

Package Owner

Diageo Australia

Comments

In order to bring to life a captivating story from the brand’s history - namely a fire that burned the distillery to the ground - designers have researched vintage newspapers, fonts, motifs and textures to recreate a century-old feel for a memorial bottle and pack. The look is achieved by evoking the design livery of the times, then adding a whole new language of graphic effects to emulate fire damage, and combined expertly within a colourless palette. The clever irregularity of the die-cut labels and smoke-damaged vignetting give the pack a marvellous credibility. The companion box is printed with newspaper articles of the time, and has a similar burnt look. An instant sales success, the product was a sell-out.