Brand loyalty is born from authenticity. The brands that win are the ones that can tell a passionate, genuine story about why they exist. If you have to explain it, you’ve already lost.
Four Pillars Gin was one of those brands you just knew were breaking new ground from the start. setting a new path for what modern gin could be. Fast-paced, driven by a clear vision and an unwavering focus on quality. I’m proud to have played a part in shaping a brand that’s grown into one of Australia’s most admired, producing remarkable products, distinctive packaging and brand moments that built genuine connections I’ll always value.
– Brand Development
As part of the launch of a new cocktail bar in Surry Hills, I led the development of the brand from the ground up. Working closely with the founders, I established the brand hierarchy and visual direction, ensuring every touchpoint — from uniforms and menus to signage and stationery — aligned with the venue’s story and positioning.
The result was a cohesive brand experience that balanced authenticity and refinement, setting the tone for a hospitality brand that felt considered, connected and built to last.
EILEEN’S BAR
– New Product Development & Creative Direction
The Australian Christmas Gin project was one of Four Pillars’ most ambitious and rewarding launches, bringing together art, design and production in a way that captured the spirit of an Australian Christmas. I led the development of the product from concept through to final release, ensuring every element from packaging and campaign to retail execution worked together as a single, cohesive story.
Working alongside artist Lucy Dyson, I directed the creative expression across packaging, photography, trade materials and retail displays. Her handmade collage of vintage Woman’s Day cut-outs inspired a packaging solution that balanced artistic craft with technical precision. Printed on uncoated Tintoretto stock with layered matte and gloss high-build finishes, the design celebrated the tactile, crafted quality of her work while achieving production efficiency at scale.
The result was one of Four Pillars’ most successful 360° launches, strengthening the brand’s reputation for innovation, storytelling and design excellence.
FOUR PILLARS AUSTRALIAN
CHRISTMAS GIN
BOTTLED NEGRONI’S
– Creative Direction
An age-old drink reimagined through the lens of modern Australian craft. I led the creative direction for the Four Pillars Bottled Negroni, guiding a team of designers, shopfitters and production partners to create a cohesive 360° brand experience.
From packaging design to retail displays and brand merchandise, every element was built to capture the balance of vibrancy and restraint that defines the Negroni itself. The launch reinforced Four Pillars’ reputation as the leader in innovation within Australian spirits, extending its reach and strengthening brand loyalty among both trade and consumers.
HAND SANITISER
– Product Development & Design
At the height of the Covid-19 pandemic, when hospitals and frontline workers were facing critical shortages, Four Pillars were asked to help. What began as a simple call to support anaesthetists, nurses, pharmacists and loyal customers became an opportunity to turn necessity into something that still reflected who we were as a brand.
I led the development and design of two products that met World Health Organisation guidelines while maintaining the craft, tone and visual integrity of Four Pillars. Each label was designed to feel familiar and human — unmistakably part of the brand but created for a moment that called for practicality and purpose. The result not only supported health workers across Australia but reinforced Four Pillars’ spirit of innovation and community, gaining national media attention in the process.
