An iconic Photo tells a story …
In June 1978, activists held a fun night time event after a day of protests against oppression of gays and lesbians in Australia. Many protestors were arrested and publicly, shamed for their efforts.
Nonetheless, the event marked the first Sydney Gay and Lesbian Mardi Gras parade, and the stage was set to continue annually.
Those who marched in the protests are now known as the 78ers. The photograph on the Spirit of Pride Gin's label was taken by Branco Gaica, one of those present in 1978. The scene shows gays and lesbians actively identifying themselves to the police. It was an act of civil disobedience when it wasn't just taboo to be gay, but illegal - you could be arrested, lose your job and more...
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worthy of pride
tastes just
like a rainbow
a special collab between box bar and prohibition liquor co.
Packaging and logo design.
Art direction and photography styling.
Conceptualising and marketing.