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.