Description:

We set out to create a brand and packaging experience that could carry the weight of a world-first product, a luxury whisky-infused Mānuka honey. The Southerly brings together two iconic ingredients from opposite ends of Aotearoa: South Island whisky and North Island Mānuka honey. It’s a product born of extremes, designed for a global audience seeking something distinct, authentic, and considered. A product and story that speaks to the rugged purity of our land and the refined craftsmanship of our people.

The Southerly is named after the harsh wind that sweeps up the country from the south - a force of nature that shaped the concept and the design. We wanted to create a product that felt elemental, not ornamental. The idea was to evoke a sense of place without leaning on clichés. To tell a story of contrast and connection - between north and south, whisky and honey, ruggedness and restraint. Every detail was designed to reflect this balance.

The brand is built around a restrained, tactile visual language. Typography is minimal and confident, paired with a dark, moody palette that reflects the product’s depth and origin.

Imagery features wind-swept Mānuka trees and rugged landscapes, capturing the wild essence of Aotearoa. The logo and graphic elements are understated, allowing materials and storytelling to take centre stage.

The packaging is one expression of the identity: a barrel-inspired jar with a hand-turned oak and Mānuka lid, housed in a textured box with foil detailing. The website continues the story, balancing narrative with clean, functional e-commerce, a new expression of New Zealand luxury.

The Southerly is a brand with a bold, characterful identity. It distils the extremes of New Zealand into a system that feels timeless, elemental, and refined.

Every touchpoint; from naming and imagery to packaging and digital, is designed to evoke emotion and intrigue. The Southerly has already gained traction, now stocked in Faraday and featured in partnerships including Gucci NZ.