Act of Treason brand creation by Sam Lachlan at Red Dot Studio

The Australian project “Act of Treason” involves the cultivation of 600,000 agave plants imported from Mexico and planted near Australia’s Airlie Beach, emulating the tropical and conducive climate for agave growth similar to that in Mexico. While the product cannot be called “tequila” due to geographical indication protections, it is instead branded as “Australian agave spirit”. Part of the proceeds supports the Whitsundays environment, adding a positive twist to the brand’s rebellious image. The farm also serves as a tourist destination, offering tours to understand the production of Australian agave spirit. We had a chat with Sam Lachlan, Creative Director and co-founder at Red Dot Studio about the project and to find out more about his design world.