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Head Heart & Tales

Putting the heart back into distilling

5 March 2017

A family story born in the wheatbelt of Western Australia and proudly made in Victoria, Head Heart & Tales (HH&T) launched in late 2016 with brand, website and flagship product packaging by Liquorice.

The company name refers to the distillation process during which the ‘head’ and the ‘tail’ of the spirit are removed, leaving only the ‘heart’ to be bottled and labeled with care.

Each bottle of HH&T spirits comes wrapped in a newsprint inspired bag with a tall product 'tale' on it's back. This idea inspired in part by stories passed down from the company founder's grandfather and father. A custom copper coin, wooden stopper and a foil stamped and individually numbered tamper seal complete the packaging. Liquorice developed the product names and tales and supported them with commissioned illustrations from NYC based Matt Huynh.

After starting as a small project in our studio back in 2013 it's exciting to see the brand out in the world. But it's something else for founder, Ash Doney, who after working in mining for 12 years embarked on this three and a half year journey to bring his first product, The Jezebel, to market. The Jezebel is the first Australian 'blanche style' absinthe. The clear finish not only a testament to it's natural ingredients and purity, but also the labour that fed it's creation.

We helped HH&T distill their brand essence through workshops, and guided them through the process from design and development to packaging procurement and print production. The website then culminated from a digital strategy, content strategy, design and development process.

Summer 2017 Campaign images courtesy of HH&T – photography Samara Clifford, styling Carlie Monasso, creative direction Etch By Design.

Keep an eye out at your local liquor store for The Jezebel Absinthe and The Other Brother Vodka, which is due to launch later this year. Or take a look around Head Heart & Tales for more.


Creative Direction



Digital Strategy




Creative Direction & Design: Shane Loorham

Account Management: Gabby Howard

Digital Strategy: Jim Yencken

Development: Vivian Genato

Photography: Sarah Anderson

Illustration: Matt Huynh

Summer 2017 Campaign Images: Clifford and Monasso and Etch By Design

We live and work on the lands of the Wurundjeri people.
We acknowledge their ownership of the land and pay our respects to their Elders past, present and emerging.