Lark spreads its wings into new markets with rebrand
The Tasmanian whisky distiller was looking for a new identity to support its global expansion. Lark partnered with Manchester-based creative agency Love to craft a comprehensive rebrand focused on new packaging and brand world.
Lark, Australia’s leading luxury single malt distiller, was founded by Bill and Lyn Lark. The partners overturned centuries-old Tasmanian distilling laws to be able to produce on the island, with Bill often referred to as the ‘godfather of Tasmanian whisky.’ Now, Lark is looking to expand outside of Australia and reposition itself for European and Asian markets while staying rooted in Tasmanian culture.
In the heritage distiller sector, Lark shifts away from traditions and towards cultural insight and storytelling. The new identity brings rugged beauty and creative flair to the forefront of its design, framing the island of Tasmania as a place of extremes with its ancient rainforests, jagged mountains, bioluminescent seas and smooth white sandy beaches.
“Our strategy is built around the idea of a ‘mystical island’, perfectly encapsulating Tasmania’s position at the edge of the world,” says David Palmer, executive creative director at Love. “We wanted to evoke its culture, ethereal majesty and the very nature of the land and landscape that drives its people’s character, passions and quirks.”
Lark and Love redesigned its visual elements for a fresh, unified image. A refined wordmark adds tapered forms of Tasmanian leaves and the beak of the skylark brand mascot. The new Skylark icon features a silhouette of Cradle Mountain and a blue gum bud, Tasmania's national flower. A Tasmanian roundel depicts a stylised silhouette of the new island across brand applications.
The hero illustration of the Skylark mascot is used across packaging to symbolise freedom, creativity and innovation. Created by illustrator Martha Olivia, known for her unique artistic style of vivid patterns and textures, the design brings Tasmania’s native ferns and flora to life within the silhouette of the bird. The patterns are used across packaging in distinct colours to reflect different products while a bespoke wallpaper design can be used off pack.
New imagery helps build the world of Lark’s Tasmanian identity with a suite of photography and motion assets across applications. Photographer Ben Maze and videographer Ben Coope spent two weeks camping throughout Tasmania to capture the island’s super-climate. As a result, visuals tell the story of a whisky brand shaped by the Tasmanian environment.
A bespoke bottle design gives subtle cues to new design elements while staying grounded in its roots. Broad shoulders nod to Lark’s original flask design. A sweeping silhouette pays homage to the elegant skylark. Sculpted facets evoke layered feathers and motion.
