From the land you love


Liquorland is one of Australia’s largest national liquor retailers with 743 stores as well as an extensive nation-wide presence through phone, online and a mobile app service. Hulsbosch defined and articulated a future focused positioning for Liquorland as beverage specialists that understand what locals love to drink. An overarching idea of ‘we are the land of liquor’ created a unique proposition for Liquorland as a destination.

Hero topography

The brand design idea is activated with hero topographic maps which are the main identifiable assets for the brand. Launched with a big and bold modern logo which simplifies the name and topography to maximise readability, the new brand is engaging in a highly competitive consumer environment.

Project Scope

Research and analytics
Brand strategy and positioning
Brand portfolio and architecture
Logo and Identity design
Messaging and tone-of-voice
Brand guidelines
Implementation and roll out

Seamless navigation

The in-store format focuses on simplified signage, seamless navigation to demonstrate specialist beverage credentials and to stream-line guidance installation of a newly created product zone system with neighbourhood word marks known as the ‘Wine Region’, ‘Beer District’ and ‘Spirits Trail’ zones.

‘It is fantastic work and has resonated so well with our customers and our team members.’

Darren Blackhurst
Chief Executive at Coles Liquor