Hillwood Whisky is a small-batch Australian whisky produced at the Tamar Valley Distillery in Northern Tasmania. Led by Master Distiller Paul Herron and his triplet sons, the family is deeply rooted in the local community. Hillwood Whisky pays homage to the town of the same name, nestled in a pure, nature-loving rural area known for its pristine air and water.

“We came to TRiC with a blank canvas and a huge request — to give our whisky an identity. TRiC took the ball and ran with it all the way. Over time we gained a full appreciation of what a massive undertaking this was as project, but TRiC completely took the stress out of it. We regularly get positive feedback on our branding from customers. What TRiC has shaped for us fits us to a tee. We’re super proud of it.”

— Daniel Herron, Hillwood Whisky

Services

  • Art Direction
  • Brand Identity
  • Brand System
  • Campaign
  • Copywriting
  • Creative Direction
  • Digital
  • Graphic Design
  • Logo
  • Motion
  • Packaging
  • Photography
  • Print
  • Signage & Wayfinding
  • Storytelling
  • Strategy
  • Website Design & UI
  • Website Development

Credits

Copywriting: Haylee McKee
Photography (Lifestyle): Josh Robenstone
Photography (Packaging): Daniel Hermann Zoll
Typography: Self Modern (Bretagne)
Web Development: Mr Kyle Mac

BRIEF

The Herron family approached TRiC to establish a distinct visual identity and bottle that would mirror the craftsmanship and attention to detail of their small-batch whisky.

RESPONSE

Looking at the history of whisky and its associated old-world visual language, we developed a contemporary brand system that pays homage to this while positioning Hillwood in a distinctly contemporary context. Led by a custom serif wordmark that exudes sophistication and heritage, embossed on the bottle label, it is complemented by a light grey ‘HH’ monogram, representing the Hillwood and Herron initials. The monogram features three vertical strokes, symbolising the triplet sons, connected by one horizontal stroke, representing their father. This element showcases the family’s legacy and dedication to their craft.

The packaging features clean labels on off-white paper stock, exuding purity and simplicity. By eschewing gimmicks and fancy finishes, the labels remain clean and unadorned, much like the whisky itself, while storytelling adds sophistication and energy to the design. Given the limited production volume, Hillwood opted to source existing glass bottles, with clean lines and a substantial weight. Timber bottle tops, made of timber with a cork plug, further enhance the handcrafted feel of the product. The natural variations in shade and grain of the timber tops add a distinctive touch to each bottle. The product comes presented in a premium handcrafted Beech wood box, meticulously made by Hillwood cooper Brendon Herron.

Beyond brand and packaging, TRiC travelled to Tasmania to document Hillwood’s origins through photography. Guided by Daniel Herron and working with photographer Josh Robenstone, the team explored the local landscapes — from mountain peaks to waterfalls and into the town itself. To elevate the overall experience, TRiC directed the product imagery, ensuring that the photography enhanced the materiality and detailing of the packaging. Additionally, we designed a website that acts as a physical manifestation and extension of the brand language expressed on the bottle — a seamless digital experience that immerses users in the Hillwood story, craftsmanship, and sense of place.

OUTCOME

The Hillwood Whisky brand is the culmination of a refined visual language, elegant packaging, and romantic storytelling, brought to life through photography that captures both the rugged beauty of Tasmania and the quiet precision of craft. The result is a whisky where every detail speaks with intention, a testament to the partnership between the Herron family and TRiC, and their unwavering commitment to excellence.