Bundaberg Rum is the largest brand in the Diageo Australia portfolio and one of Australia’s truly iconic spirit. Named after a sugar-farming town in Queensland, the sugarcane is grown, milled, distilled for almost 130 years, matured and bottled in the local area. This is absolutely unique in the rum world and is something they take pride on. Bundaberg approached Design Bridge to restore and evoke this pride.

The Bundaberg Rum’s manifesto is raw, honest and heartfelt. Alongside the rich history of Australia’s most famous distillery and the grit and dedication of Bundaberg’s distillery team, Design Bridge assimilated all these traits into one book.

The Bundaberg’s Brand Book was an initiative taken. Loved by our clients, it was later then developed and published officially at the Bundaberg Distillery itself.

It was key to capture the spirit of the Bundaberg’s distillery. This was done through an emphasis on visual storytelling, particularly using the photography of the people and the surroundings of the Bundaberg’s distillery. Care was made to use photography that showed the inner workings of the distillery such as the iron-casting of the trademark bear. There was also an emphasis on showcasing textures such as a close-up of the brew of the rum. The photographs were shot by Melbourne-based photographer Mark Roper.

To extend this capture of the Bundaberg’s spirit, the photography was complimented with industrial letterpress-style typography. Along with a brand new aesthetic of bold yellows, we re-ignited the manifesto of Bundaberg Rum. Our design of the Bundaberg’s Brandbook was extremely well-received and went into full circulation for all of Bundaberg’s creative partners.