Hickson House
Industry
Food + beverage (alcohol)Creative partners
Background
Hickson House is an award-winning Australian gin brand founded by hospitality veterans Mikey Enright and Julian Train, needing a bolder voice to match a distillery relocation and new 500ml retail range. I was briefed by Nikki Romans Consulting, a beverage brand marketing specialist engaged to lead the rebrand.
Brief
The move away from Hickson House’s original Rocks location raised a bigger question: what does ‘House’ stand for, if not the building? The brief called for comms that shifted the brand from reserved and heritage-led to fresh, vibrant and unapologetically playful, while introducing the new 500ml range to retail and Dan’s.
The project involved:
- Writing tone of voice-led copy for a 9-page website
- Developing social copy to launch the new 500ml range
- Creating product-specific social copy for each core gin
- Writing brand-led snippets to reinforce the ‘Made of Australia’ positioning
Approach
Tone of voice
The audience – urban explorers aged 28–45 who value taste over pretension – needed copy with real swagger, not gin-brochure polish. I leaned into rhythm and attitude: short, punchy lines and cheeky asides that sounded more nightlife than distillery (‘velvet chaos,’ ‘slide…’).
Website copy
Each product page paired a punchy hook with a longer, sensory-led story – tasting notes, serving suggestions and the ‘why’ behind each blend. The About page leant into founder credibility without slipping into corporate bio territory.
Social copy
For the 500ml launch, I wrote teaser and launch posts to build intrigue before reveal, plus flavour-led and lifestyle-led posts for each core gin – giving two distinct angles per product to test and rotate.
Brand snippets
Standalone posts built around the ‘Made of Australia’ platform, designed to reinforce brand personality independent of any launch.
View work
