The numeric identity as opposed to the traditional word mark instantly creates questions. The first answer is the Tasmanian Devil; we get our inspiration from one of the world’s most unique creatures.

The Tasmanian Devil is found only in the wild forests of Tasmania. It’s an aggressive, carnivorous marsupial that can bite through bone; hence it’s called the Tasmanian “Devil”.

It’s our inspiration for “666”.



The Tasmanian devil (Sarcophilus harrisii) was given its common name by early European settlers, who were haunted at night by the sound of its spine-chilling screeches and demonic growls. The largest of the living marsupial carnivores (and Australia’s only specialised mammalian scavenger), the Tasmanian devil resembles a robustly-built, small dog with powerful jaws and a set of large, strong teeth. Today the Tasmanian devil is found only in the wild in Tasmania. It is wholly protected, and a State icon. Population numbers across Tasmania have been variable over the past century but were at historic highs about 10 years ago. These numbers have dropped dramatically since the 1996 identification of Devil Facial Tumour Disease (DFTD) Рa new, unusual and fatal condition in Tasmanian devils, characterised by cancers around the mouth and head.

At the Pure Distillery Company we are committed in helping the fight against extinction of the Tasmanian Devil by supporting the Save The Tasmanian Devil Appeal.

The Tasmanian Devil

The Tasmanian Devil

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