Rutherglen Distillery resides in the 100 year old cellar at Buller Wines on Three Chain Road. Previously used as a form of measurement, Three Chain Road is three chains wide. In the days before Federation this was the main stock droving road connecting Melbourne to NSW, via the customs houses at Wahgunyah & Corowa.

​Our strategy was to create a dominant graphic icon that becomes the brand, so eventually it becomes recognisible without the brand name. Working with the brand name Three Chain Road, we needed to make sure that the brand didn’t appear to be too traditional or old fashioned.

​To add to the shelf pop, we have added a silver foil underneath each colour, which makes them appear as custom foils. This printing technique is also conceptual, a metallic surface that ties into the physical nature of metal chains.

Throughout the label we have carried through the chain link shape to create a connection to the logo and reinforce the icon to the consumer. The final touch – a decorative chain pattern to wrap around the neck.