Australian Bitters Company
An awareness campaign that’s a whole lot Oz’er.
The Australian Bitters Company makes Aussie Bitters - a premium bitters product produced with the finest natural botanical herbs and spices.
From the Old Fashioned to the Manhattan, Americans have long appreciated their bitters, but they also have their favourites.
Aussie Bitters wanted to position itself as a must-have ingredient in modern cocktail culture in the US - and 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 makers and aficionados - at the festival and beyond - Fuller created a campaign platform that celebrated and owned the brand’s singular difference: its Australian-ness.
So, we invited people to embrace a bitters that’s bolder and better - by asking them to taste the Oz’er side, with Aussie Bitters.
Challenge
To introduce an Australian-made bitters to bartenders, distributors and consumers in America.
Approach
Fuller developed an expressive brand platform, using a cocktail of colours, custom typography and dynamic illustrations; along with a laid-back tone of voice and engaging messaging to roll out across all assets.
Visual Identity
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.
Application
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 Aussie culture 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 & social advertising
To give drinks enthusiasts a taste of the Oz’er side, our team produced print and social advertising to introduce mixologists and fans to the Aussie Bitters story - both online at and the Tales of the Cocktail event.
In their words
The client perspective.
Thank you
To 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
