Regal Rogue

Squad Ink was brought into the mix to create the brand identity, packaging and launch material for this innovative small batch vermouth. Vermouth is mostly a European tradition. Regal Rogue turns this upside down with a daring blend of native aromatics to flavour fortified Hunter Valley Semillon (Australian wine region) with bush lemons, finger limes, vanilla, basil and thyme: a new world vermouth that is thoroughly Australian.




"FACT: Vermouth is the most overlooked and misunderstood drink around.

Our job: To make vermouth cool again while creating an attractive package for this brilliant drop of fortified aromatic wine at the same time as educating and exciting the consumer.

We knew that the handcrafted nature of this small batch vermouth was a key selling point, and more than that: its unique flavour. How can we let the world know just how good this drink is and how do we bring to light the story of the first native Australian vermouth?

The Regal Rogue brand has received an amazing response, rejuvenating a dusty alcohol category with a fresh and innovative approach. 

We adopted a traditional etching style to give a ‘new’ brand a sense of history and credibility. The ‘Regal’-themed illustrations were the start of a greater story – of a rogue knight and his roguish ways – that provided the opening to develop it further through supporting material, such as the "Etiquette of a Regal Rogue" launch booklet.

Regal Rogue packaging is environmentally sustainable, from its downsized glass bottle to its paper wrap, printed on 100% recycled carbon-neutral stock. This conveniently lends itself to the key message of its handcrafted style which is an integral part of the brand story, and something that fits perfectly with today’s commitment to sustainability: handmade not mass-produced; small not gigantic; and natural not artificial."

Designed by Squad Ink, Sydney