For decades, Tasmanian whisky has been the industry’s best-kept secret. But as the New World category evolves from a craft curiosity to a serious competitor to Scotland’s establishment, the sector’s visual language needs to change. Leading the way is the island’s founding distillery, LARK, which has just unveiled a comprehensive global brand refresh by Manchester-based creative agency LOVE.
The rebranding strategy is based on the unique climate of Tasmania. Rather than mimicking the austere, often harsh image of traditional Scotch whisky, LOVE has embraced the idea of Tasmania as a mystical island on the edge of the world. By positioning the origin as something otherworldly, the agency has created a narrative that is both luxurious and uniquely Tasmanian.
At the heart of the refreshed design is a custom-made bottle that departs from the standard heavy-bottomed cylinders of the luxury spirits class. Instead, the silhouette pays homage to the brand’s original bottle designs from its early days, but features an elegant, rounded shape inspired by a lark. Sculptural edges at the bottom of the bottle subtly resemble layered feathers, creating a sense of movement rarely seen in spirits packaging.
The attention to detail extends to the base, which is coated in a semi-opaque blue finish. This creates a mesmerizing gradient meant to evoke the extremes of Tasmania’s climate. It’s a bold choice that gives the shelves a contemporary, almost jewel-like charm, distancing the brand from the brown spirits clichés of the past.
The brand’s mascot, the lark, has also undergone a significant evolution. Reimagined with Tasmanian motifs such as the blue eucalyptus bud and the silhouette of Cradle Mountain, it now looks like a true mark of origin, rather than just a logo. This is confirmed by the hero’s illustration, created by artist Martha Olivia, whose intricate botanical work captures the island’s ferns and vegetation on the packaging in vibrant, changing colours.
To bring this mystical world to life, LOVE commissioned a suite of photography and motion graphics from Ben Maze and Ben Coope. The pair camped across the island for two weeks to capture the ever-changing weather and harsh visuals, ensuring that the high-concept brand was complemented by the authentic, “uninhibited” nature of their homeland.
By focusing on cultural insights and beautiful storytelling rather than corporate hubris, LOVE has successfully repositioned LARK as a global pioneer. This rebranding commemorates a moment of maturity for Tasmanian whisky, proving that world-class luxury does not need to be defined by “Old World” traditions.
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