Rich in heritage and rooted in Fijian tradition, the brand required a refreshed identity - one to honour its cultural legacy while aligning with the expectations of a global contemporary market.

Central to the redesign was the decision to collaborate with a local Fijian tattoo artist. Traditional Fijian tattooing is more than decorative - it is narrative. Through intricate motifs and culturally specific symbology, a new visual language was developed to share the story of Bati (Fijian Warriors) and Ratu (Fijian Chiefs), bringing depth and authenticity to each bottle in the range.

The redesigned labels are not only expressive but serve as storytellers. Each graphic element is intentional, drawing from indigenous design systems to reflect hierarchy, strength, and ancestral connection. The result is packaging that feels embedded in place and time, while still presenting with the clarity and confidence demanded by international spirits markets.

Typography, material finishes, and layout were refined to allow the tattoo-inspired graphics to take centre stage. Subtle embossing, rich tones, and clean typographic hierarchy ensure the bottle stands with authority - both on-shelf and in-hand. This rebrand brings new life to a legacy, connecting heritage craft with premium positioning.