Sherwin and Tim, Co-Founders of Tarsier Spirits, discuss their journey of starting a craft gin brand that focuses on authentic Southeast Asian flavours and its representation of Filipino heritage – hence the name ‘Tarsier’, a small primate native to the region.
In this episode, we explore strategic distinctiveness, building a brand on a startup budget, and overcoming the challenges in the industry of finding the right partnerships and collaborations that fit your brand values.
Overall, their journey emphasises the value of trusting your instincts, being ok with continuous improvement and iterative design, and the absolute criticality of authenticity in creating a unique and successful brand.
01:25 Filling the Gap in the Gin Market
03:11 The Importance of the Tarsier Emblem
04:19 Giving Back to Conservation
06:37 The Process of Starting a Business
10:58 Learning about Gin Distillation
12:26 Building the Brand on a Startup Budget
14:39 The Importance of Authenticity
20:56 Selecting the Right Distributors
27:10 Differentiating Tarsier from Competitors
28:30 The Evolution of Tarsier's Branding and Packaging
32:23 Considerations for Packaging Design
36:22 Lessons Learned from Packaging Iterations
42:25 Sustainability in Packaging
Want to learn more about Tarsier Spirits?
Follow Sherwin and Tim on LinkedIn
Tarsier Spirits website
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