About

Alembics are an established New Zealand lifestyle business. They supply handcrafted European copper stills, aromatic botanicals and distillation expertise. I was engaged directly by Alembics, to lead a complete brand refresh. Alembics wanted to diversify their target market, which at the time was predominantly older women living in rural areas, by appealing to a younger, gender-mixed and more urban audience. 

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Approach

At the beginning of the rebrand, I was aware of the upwardly trending interest in craft distilling, in particular the recent consumer fascination with gin. I sought to connect with diverse audiences by creating contemporary stories of pleasure, sensuality and knowledge—presenting Alembics as the modern revivers of an ancient craft and a generous makerspace of specialised education and expertise. 

Result

The Alembics rebrand was extensive and is still evolving today with a new experiential Workshop and retail Apothecary outlet on the way. Over the course of the rebrand, I helped define strategic goals, briefed and set the tone for professional photography and graphic design and rewrote all of the brand’s major touchpoints. Today, I continue to lead traditional and digital media campaigns, contribute to product development projects and deliver ongoing copy and brand writing.

Projects

• Brand identity refresh

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• Write and project manage re-build of a large e-commerce website
   

• Digital and traditional marketing campaigns
   

• Internal and external communication and PR
   

• Ongoing copy and brand writing
   

• Product Development

“I love being able to share my unformed ideas and creative insights with Meagan. She skillfully transforms them into engaging stories that generate leads and lift the profile of my brand.”

– Jill Mulvaney, Director at Alembics NZ.