Nullaki - Distilling a brand from the bottle up.

The Brief

Nullaki Distillery is what happens when a sharp legal mind turns their love of whisky into a business venture. Named after the striking Nullaki Peninsula north of Albany, the distillery set out with a bold but grounded ambition: craft exceptional spirits that reflect the character of Western Australia’s southern wilderness, and sell them with style.

Originally based in Osborne Park, Nullaki had just relocated production down south and was preparing to open a distillery in Denmark. The vision wasn’t just about distilling whisky. It was about rooting the entire operation in the region it’s named after, from grain to glass to glass-in-hand.

But while the product was ready and the vision was clear, the brand wasn’t. The client had completed a basic internal branding exercise and had developed standout bottle packaging, but there was no broader visual identity or marketing collateral to pull from. So, we got to work.

Web Design That Drinks in Its Surroundings

With no pre-existing brand guidelines, our designers looked straight to the packaging. The whisky bottles themselves became our brand playbook. Their thoughtful visual cues – wave motifs, barrel stamps, and topographic style maps became the basis for our design language across the site.

But we didn’t just borrow visuals, we told their story. The site needed to feel like stepping into the Nullaki region: expansive, considered, and quietly impressive. So we leaned into imagery of the south coast – windswept dunes, long coastal ridges, native flora – and used these as immersive backgrounds throughout the site.

Typography choices were clean and understated. Colour palettes reflected natural tones. Animations were minimal but deliberate. Everything was crafted to say “premium” without shouting it. And because this was a digital birth, not a rebrand, we worked closely with the client to tease out what made Nullaki tick, translating it not just into visuals, but into tone, layout and UX decisions too.

Pictured is the wave motif that we took from the bottle cap, and placed it on the site to incorporate the visual identity.

eCommerce Website & Tech Stack: Setting Up for Scalability

On the backend, we needed to set up an eCommerce experience that was polished, compliant and capable of growing with the business.

We implemented a Stripe-powered payment gateway, with Square used to centralise all transactions and sales data, so inventory, revenue and analytics would all be trackable from one place. This gave the client a streamlined operational workflow, with minimal admin overhead.

Shipping was built to scale from the outset. We integrated weight-based rates via Australia Post, tailored for both WA and interstate deliveries, critical for a product that ships in bulk and across long distances. This meant customers would always receive accurate, real-time shipping costs based on their order.

Working With What Exists: Website Design as Brand-Building

One of the most satisfying parts of this project? Website design in reverse. Instead of applying a brand to a site, we used the site to build the brand.

Because Nullaki had no logo, no guidelines, and no past campaigns to reference, we treated the web process itself as a branding opportunity. From layout to language, iconography to image selection, the site was built to define what Nullaki is, not just what it sells.

This collaborative approach meant our team worked closely with the founder to ensure every pixel and paragraph felt on-brand, even before “the brand” fully existed. It also meant the final product was far more than a storefront, it was Nullaki’s public debut.

Impact

The new Nullaki site does more than sell whisky. It brings the region into the brand, and the brand into the hands of customers. It translates the founder’s clear, confident vision into a living digital presence, and sets the business up to grow without backtracking on design or tech decisions.

Today, Nullaki has a centralised, scalable eCommerce operation with real-time payment processing, accurate shipping automation, and full legal compliance. More than that, it has a digital presence that matches its ambitions: quiet confidence, rooted in place, and ready to grow.

And as the physical distillery prepares to open in Denmark shortly, the online side is already doing its part to build audience, brand equity and revenue.

Credits

Client

Nullaki

Services

Web

Ecommerce

Website Development

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Distilling a brand from the bottle up.