The Noosa Festival of Surfing is a celebration of surf culture, community and creativity. In 2022 and 2023, Salt Story Co set out to create a merchandise piece that would encapsulate the spirit of the festival, something that was not only collectable, but also premium, local, and deeply tied to the regions coastal identity.
Salt Story Co partnered with local distillery Sunshine & Sons to produce a limited-edition collaborative gin bottle, with label artwork designed by celebrated Noosa artist Owen Cavanagh. Our team managed the marketing strategy, the ranging within the Festival hospitality plans, signage and branding as well as the pre and post digital media hype. The gin was sold as festival merchandise, served in signature drinks at licensed venues, and promoted as a collector’s item that represented both surf culture and Sunshine Coast craftsmanship.
The custom gin bottle became an instant festival favourite offering attendees a unique and tasteful souvenir. It sold out both years, drove brand exposure for Sunshine & Sons, and elevated the Noosa Festival’s premium dedication to working with local businesses and artists. The activation highlighted Salt Story Co’s ability to merge storytelling, product design, and local collaboration into a successful campaign that resonated with both locals and visitors.
We’ve partnered with a wide range of forward-thinking brands across travel, lifestyle, events, sports, tech, FMCG, and media. Each project reflects a shared commitment to creativity, impact, and purpose-driven marketing with an underlying desire of return on investment.
BYD sought to expand its brand presence and cultural relevance within Australia’s lifestyle and surf scene as part of its rapid global EV growth.
Ben & Jerry’s Noosa aimed to connect with a diverse festival crowd in a way that felt authentic, fun, and lightly branded—not overdone.
Noosa Festival of Surfing partnered with us to elevate its media strategy, boost sponsor engagement & strengthen its overall brand identity.
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Salt Story Co acknowledges the traditional custodians whose lands we are fortunate to live and work on. We recognise their continuing connection to land, water and community and pay our respects to all Elders past and present.
