Super Studio crafts a story of Indigenous heritage for Pundi Bitters

Adelaide-based creative marketing agency Super Studio has partnered with First Nations farmer Dominic Smith to create a dynamic campaign for Pundi Bitters, a new line of aromatic cocktail bitters made from native Australian ingredients.

Super Studio was tasked with bringing Smith’s vision to life by telling the unique story of Pundi Produce, his regenerative farm on Ngawait country in the Riverland, and the deep connection his product shares with the land.

At the heart of the campaign is a focus on the rich, indigenous ingredients sourced directly from Smith’s farm, including River mint, wattleseed, finger lime, and lemon myrtle. These botanicals, long used by Indigenous Australians for their nutritional and medicinal properties, are now central to Pundi Bitters, available in three distinctive flavours: Wood, Leaves, and Fruit.

Georgie Hick, content creator at Super Studio, highlights the agency’s enthusiasm for the project: “What’s remarkable about Dom’s work at Pundi Produce is that he’s not only creating an incredible product, but he’s doing so while prioritising what matters to him—being a custodian for the land and giving back to the community. Our role was to capture that passion and purpose in the campaign.”

In crafting the campaign, Super Studio focused on showcasing the connection between the product, its origins, and Smith’s broader mission to support community education. The team developed a series of visuals and messaging that not only highlighted the sophisticated flavours of Pundi Bitters but also celebrated its deep cultural and environmental roots.

In addition to highlighting the flavours and provenance of Pundi Bitters, the campaign underscores Smith’s dedication to community empowerment. His farm serves as a training ground for young people in the Riverland, providing them with agricultural skills and a deeper connection to their land and culture. This narrative of growth and education is woven into Super Studio’s storytelling approach, adding a meaningful dimension to the brand.

Super Studio’s creative strategy also embraced the uniqueness of Smith’s approach to low-alc beverages, positioning Pundi Bitters as a product that not only elevates cocktails but embodies a philosophy of sustainability and respect for the land. With a fresh and innovative take on native Australian flavours, Pundi Bitters aims to stand out in the market, and Super Studio has been instrumental in crafting that distinct voice.

Smith views Pundi Bitters as more than a drinks company, rather, viewing his platform as one for empowerment and education, especially for young people in the Riverland community. His farm serves as a training ground, imparting agricultural skills and fostering a sense of ownership and connection to the land.

Says Smith: “I want to upskill people who might not be good at school, to say, ‘Hey there are other things out there’. I’ve been on the streets. I had problems with alcohol when I was a young fella ‘cause I did not have the coping mechanisms I do nowadays.”

Having already won two bronze medals at the Tasting Australia Spirit Awards, the Pundi Bitters product line is set to make a significant impact in the beverage industry. The first-release three-pack is now available for purchase on Pundi’s online store.

(Photographer: Jonathan VDK)