These labels were designed to evoke the spirit and DIY origins of rock band gig posters, and make it feel like you are right there inside the poster, at the show itself. The layering through the front and back of the bottle skews and intensifies the poster artwork, to capture the warped hazy feelings of being in a packed venue, listening to your favourite band, and being completely engulfed in that moment. The packaging is meant to be experienced, like a live show, and so it and will feel different with each interaction. While being used, the bottle angles and liquid morph the artwork into new compositions, creating new moments of delight with each interaction. This distillery is from the region of Hamilton, an industrial city known for its resilient and rebellious spirit, vibrant music scene, and hard-won locals with fierce pride for their city. Hamiltonians possess a distinctive grit and attitude, with little tolerance for pretence or BS. Here, it's all about putting in an honest day