Armada Spirits
Overview
Join the Armada
Armada Vodka is a premium New Zealand Vodka crafted in the Bay of Plenty. A spirit to rival the best in the business, Armada is a high quality, accessible vodka for the most discerning aficionado – with a less-serious price point.
Our challenge was to develop a brand for a startup distillery that would stand out on the shelf, symbolise premium quality, while also feeling approachable.
Deliverables
Strategy and Positioning - Story and Messaging - Brand Identity - Website Design - Packaging
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6be7cb3976a1ec4b5140_ARMADA-FA.jpeg)
Strategy and Positioning
Cut the Crap
Armada was started by two brothers who were jaded by marketing and advertising bollocks. We created a brand to celebrate this, playing with category conventions to poke fun at the pretentious perception of the industry.
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6be72466199499be406c_ARMADA-FA2.jpeg)
Brand Identity
For those who like it straight
Armada’s identity explores the tension between simplicity and sophistication. Using a bold strikethrough effect to declutter our story, we reinforce a ‘no bulls**t’ attitude from an authentic, relatable brand. It’s about fitting in but not really caring if we do.
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6be732209ff00de1add5_ARMADA-FA3.jpeg)
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6be7578de6312d8fc626_ARMADA-FA5.jpeg)
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6be7bcdb9916ccd54d8a_ARMADA-FA4.jpeg)
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6be7b939f97160e333d4_ARMADA-FA6.jpeg)
Packaging
A life less ordinary
A spot UV finish adds a glossy texture to the label detailing – reflecting a crafted product full of surprises. An angled logo adds a point of interest, with bright blue chosen to launch a brand that isn’t afraid to march to the beat of its own drum.
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6be9f8c2251ca15a42d0_ARMADA-FA7.jpeg)
![](https://cdn.prod.website-files.com/6195e8202420b0dcf677101f/619b6beafb4a000fd5f89493_ARMADA-FA8.jpeg)
“Working with these guys was a breath of fresh air in terms of marketing and design approach. Instead of making the process painful. They made it fun. Which is how business should be!”
— The Armada Spirits team
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