Whisky club branding

Sydney Whisky Club

The Brief

Join the club!

Wills was commissioned to create the branding for Sydney’s newest club, dedicated to celebrating fine single malt whiskies. Unlike the many retail clubs across Australia, the Sydney Whisky Club is a not-for-profit, private social club. Its tasting nights blend Scottish traditions and lore with an Australian sense of fun and humour.

The Challenge

Heritage vs modern

The branding needed to be a fresh take on tradition: to balance the old with the new, with an exclusive yet friendly tone, and capture Sydney’s vibrancy and modernity. Being a volunteer-led club, it was also important that club events and communications were simple to plan, implement and deliver.

The Solution

Club branding for all

Bold use of ‘whisky orange’ formed the backdrop of a palette that combined a traditional crest logo with a hand drawn monogram, old Gaelic sayings typeset in a graffiti font, and B&W photos with an irreverent tone of voice. Google’s cloud-based applications were used to create invitation and event materials that are accessible and easy to use by all members. The new branding was implemented on a private Facebook group and Whiskybase.