Co-Partnership’s Redesign of Brix Distillers Signals a New Future for Australian Rum

Brix Urban Rum Distillers are independent Sydney locals on a mission to reinvent Australian rum. At a pivotal time in their story, specialist drinks agency Co-Partnership stepped in to redesign Brix’s branding and packaging with the aim of not only translating their rising popularity and expanding craft rum portfolio into commercial growth, but also to unveil a fresh vision for rum. The design refresh positions Brix as a sophisticated, craft player with a packaging system that celebrates its urban roots. The creative idea is inspired by Brix’s home of Surry Hills, a vibrant, yet gritty Sydney neighbourhood that transformed from a checkered past to a progressive present, much like the rum category itself. Many of the design choices, from typography to print finishes, were informed by local