Wild blue yonder
With the 9th longest coastline in the world, and every Kiwi within just over an hour’s drive from the sea, the view of blue is in our very DNA. So when DB wanted a new RTD brand that was ‘New Zealand in a bottle’, it was hard to go past the simplicity of a blue horizon. The brief was also to break away from the self-consciously hip vibe of the market, and capture something more inclusive and grounded. Kiwi illustrator Greg Straight provided the pared back scenery, and the handcrafted logo looks like it was dashed off with a housepaint brush from the back of the garage. Of course it took a while to get it looking this perfectly imperfect. Which is kind of the point. Perfectly imperfect. That’s both good and great.
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