Our labels


What’s in a Label? – Lots…


We spent a long (read: incredibly long) time on our labels. Like our gin we wanted to get it just right. Why?

Because it’s important – that’s why. Here’s a little bit behind the process…


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Our label design starts with a bottle to put it on. The Norfolk Gin is our first gin so we chose a classic bottle which is not unusual for a maiden gin voyage, but our first challenge was to use the label design to create a point of difference. So, we spent a great deal of time thinking about texture and shape and what effect it has on the way you interact with the bottle, and what says about the product and our story.




We chose a label stock that had a textured feel to emulate the feel of old maps and charts – similar to those that may have been used but the seafarers we celebrate in our stories. It’s a more expensive way to go, but in terms of connecting the bottle, the story and the gin -it was a natural step for us.




The shape of our label speaks volumes about what you can expect to find at Helmsfolk. Unwrapped from the bottle you can see our label is actually a rolling perpetual wave that flows around its circumference. The reason for this is partly to break the linear edges of bottle sides but also to encourage you to rotate the bottle itself to discover the whole label. When you hold a bottle in your hands you’ll realise its actually quite engaging. That’s why we printed on the inside too, but more of that a bit further down the page…



If you look to the left and right of the label you will see 2 very distinct shapes which have been die cut from the label. They are the eastern coastlines of both Tasmania and Norfolk Island. Overlaid on one an other they symbolise how the stories of these unique island destinations are linked through the sloop Norfolk and special Norfolk gin.




Inside our labels are the names of the recorded destinations and landmarks sighted or named in Norfolk by all those that sailed in her in her short, but deeply important history. It’s a bit quirky but like the stories behind the great ocean voyages and the vessels themselves, there’s so much more than we can often see on the surface, and we figured there was no better way to create a synergy with that. So, we put those names inside our label – like a message in a bottle!

Here are the names you’ll find inside our bottle. It’s quite a list. In Norfolk’s short but legendary ocean-going tenure from 1798 to 1800 her crews visited, sighted or named a surprising number of places.


Norfolk Island

Port Jackson

Kent Group

Furneaux Group

Flinders Island

Preservation Island

Van Diemen’s Land

Cape Portland  

Low head

Waterhouse Island

Tamar River


Mount Chappelle

Port Dalrymple

Circular Head

Rocky Cape

Bass Strait

Hunter Island

Albatross Island

Trefoil Island

Cape Grim

Mount Norfolk

Macquarie Harbour

Mount Meehan

Mount Heemskerk

Storm Bay

Adventure Bay

Derwent River

Norfolk Bay

Herdman’s Cove

Sullivan’s Cove

Mount Wellington

Cape Barren

Cape Three Points


Sugar Loaf Point

Cape Hawke  

Three Brothers

Solitary Isles

Clarence River

Mount Warning

Cape Byron

Point Danger

Coochiemudlo Island

Moreton Bay

Cape Lookout

Glass House Mountains

Point Skirmish


Point Lookout

Pumicestone River

Cape Moreton

Sandy Cape

Break-Sea Spit

Hervey Bay

Double Mount

Curlew Islet

Hawkesbury River

Hunter River

Pirate point



Our Neck Labels are the perfect location to place our overarching brand – watching over the bottle! Look on the back and you’ll see some coordinates – that’s the location of Norfolk Island where Norfolk began her journey – a journey that has etched its way into maritime history.


29.04° S, 167.95° E


Helmsfolk Pty Ltd acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.