Breakfast is served
Buttered sourdough toast with yeast extract spread has to be one of Australia's most popular breakfast or even any-time-of-day meals. Archie Rose Distilling Co's new limited edition ArchieMite Buttered Toast Spirit is an experimental dip into this side of Aussie culture, bringing to market a savoury, buttery, unaged spirit inspired by Australia’s love for umami-rich breakfast spreads.
The challenge for us was to capture the nostalgia that comes with Australia’s favourite supermarket breakfast spreads, yet deliver a packaging design worthy of a premium artisanal spirit. In many ways it was a lesson in letting go of the brand constraints and having a bit of fun.
The packaging design delivers lashings of good ol’ Aussie nostalgia with bold angled block type and a retro-inspired illustration of your favourite spread on toast. It’s a blast from the past yet refreshingly current. The label is digital printed in vibrant yellow and features an all over textured grain emboss for a premium result. An added gloss high build screen has been applied over graphics to ensure that the rich yeast-extract spread sings out off the label.
The team are living the dream over there and having a ton of fun along the way! We wanted the next limited-release to express that. For the packaging designers, this served up an opportunity to present the more playful side of the Archie Rose team.