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36 Short A new look for a generations-old recipe.
36 Short A new look for a generations-old recipe.

Services

Branding / Packaging / Strategy

Sector

Not many people have heard of Rakia. But the little-known spirit has been part of the Illious family for generations. Now brothers Jon and Con Illious are turning their late father’s Rakia into the product on everyone’s lips.

The more we looked into Rakia the more we realised tradition was holding it back. For 36 Short to make it in today’s small-batch spirits industry we had to shy away from convention.

While the recipe remains the same, the new branding is striking and bold. Now the visual impact of the bottle hits as hard as its contents. So much so, this tipple is fast becoming a favourite around the country.