Devil’s Thumb Distillery

I worked with Jack McKinley agency to create a brand identity and various packaging for their gin and rum offerings. Devil’s Thumb is a distillery based in Far North Queensland (FNQ). The origin of ‘Devil’s Thumb’ is a challenging trek that runs through beautiful rainforests, ending at a steep peak, which became the idea behind the overall brand creative direction. Each bottle design was inspired by its nature surroundings, including Rainforest Gin and Australian Cane Spirit, based on the thriving sugarcane industry in Queensland. The labels have a terrain spot UV varnish to emulate the journey to the very peak of Devil’s Thumb.