William McHenry and Sons Distillery - or - Wm. McHenry and sons Distillery
I have worked in the health care area for a number of pharmaceutical companies for 25 years and have decided to take a change in direction.
I am moving my family from Sydney down to a property I have at Port Arthur Tasmania to set up a Distillery.
The Distillery will be a small family distillery making a range of spirits including whiskey, rum, vodka and gin.
I would like this Distillery to be a long-running family business and to eventually leave a legacy for my children and the local region.
The distillery will be a small batch business concentrating on quality, character and innovation.
My family heritage winds its way back to my Scottish and Irish ancestors so I would like to include this in the company identity.
The distillery will be the southern most distillery in Australia.
The audience will be quite wide as I will be producing a range of products which have different target markets. As well it will evolve over time. Tasmania has a new and growing boutique distillery business and is attracting interest internationally for its pure and high quality spirit.
The distillery is to be located near Tasmania's most popular tourist attraction so I expect a lot of tourists to visiting the distillery. The tourists will come from all over the world and be a wide demographic and socio-economic strata.
Over time I expect to target overseas markets (EU and China) with an eye on exporting the product.
The range of products will include:-
Whiskey - male young sophisticated professionals that have made it or want to make it
Shipsterns Rum - surfing fraternity particularly those seeking to ride or dreaming they can ride the remote monster waves found at Shipsterns bluff
Gin - tourist trade visiting the convict site at nearby Port Arthur
Vodka - female young sophisticated professionals that have made it or want to make it
An icon that can will help create an identity for the new business but will last as this business is intended to be passed on through family generations.
The logo will form the basis of the businesses identity and I expect a lot of things to flow from this icon - brand names, web site and brochure copy etc.
The logo will be found on business stationary (brochures, business card, letter head, invoices). It will be used on the business merchandise (labels, cartons, banners) as well as signage for the distillery.
I would like to create the feel of an old established distillery even though the business is brand new.
I would like to leverage the Celtic/Scottish heritage and I like the look and feel of Celtic icons.
Don't use Scottish thistle or wheat/barley heads as this has been overdone.