Burly Gin → Brand identity

Burly is the first premium artisan gin from Burleigh Heads on Australia’s Gold Coast, where sipping a gin and tonic on a sun-drenched beach is a fitting experience. Tasked with naming, storytelling, brand identity, and packaging, DMY positioned Burly to resonate with the gin-loving female audience—rarely targeted in this category. Named after “Burleigh” and referencing the surf culture, Burly’s brand identity emphasises local flavours and iconic elements like the Pandanus tree. The bottle’s unique, tall, frosted silhouette, accented with regionally inspired hues, evokes a refreshing drink perfect for the warm climate. Launch imagery shot on Burleigh’s beaches highlights outdoor, social scenes rather than traditional bar settings, capturing a breezy, postcard-worthy vibe: “Having the best summer ever. Wish you were here.” This approach distinguishes Burly as a vibrant, place-centred gin brand in the competitive Australian market.