Australian Bitters Company | Work

The Brief

How do you introduce an Australian-made bitters to bartenders, distributors and consumers in America?

Australian Bitters Company—aka Aussie Bitters—are made in Australia with the finest natural botanical herbs and spices.

From the Old Fashioned to the Manhattan, Americans have long appreciated their bitters and have their favourites. Aussie Bitters wanted to position itself as a must-have ingredient in modern cocktail culture. Where better to make that statement than at Tales of the Cocktail, a global drinks industry festival, in New Orleans.

From Australian accents and wildlife, to our easy-going approach to life, Americans are both intrigued by and infatuated with the Land Down Under. To engage with American cocktail aficionados—at the festival and beyond—Fuller created a campaign platform that celebrated and owned the brand’s singular difference: its Australian-ness.

We invited people to embrace a bitters that’s bolder and better. We invited them to taste the Oz’er side with Australian Bitters Company.

Services Provided

Brand Strategy and Identity, Design & Motion Graphics, Creative Campaigns, Film, Photography & Audio

Fuller developed a cocktail of colours, custom typography, a laid-back tone, engaging messaging, and dynamic illustrations, to set up a campaign platform for the brand to express itself.

We created a fresh, vibrant and unmistakably Australian visual style that broke away from the dark, moody tones of traditional bitters, and embraced a sun-drenched Australiana aesthetic.

Through a unique series of spot illustrations, we crafted a world in which Australian Bitters Company could tell its story to a US audience, using the quintessential Aussie hallmarks that make us so popular.

A cel animation treatment—set to an Oz’er audio track and sound design—brought the illustrations to life, and formed the visual narrative for the brand and product films.

Print and social advertising—in addition to various event collateral at Tales of the Cocktail—introduced mixologists and fans to the Aussie Bitters story and gave them a taste of the Oz’er side.

Photographer: James Monahan

Fuller would like to thank our external collaborators for embracing the Oz’er side.

Nicola Tate (Maeking) – Producer • Jake Foreman – Illustrator • Amy Charlick – Animator • Scott Illingworth (Seeing Sounds) – Sound Design / Campaign Track