BEER, BECAUSE YOUR FRIENDS JUST AREN'T THAT INTERESTING

AUSTRALIAN BREWERY PACKAGING DESIGN

Starting from humble beginnings in 2010 the Australian Brewery began brewing small batches of craft beer for beer connoisseurs in Sydney’s leafy Hills District. Quickly the east coast of Australia followed with a multitude of pubs and bars selling the award winning beer in draught format. The Australian Brewery could pride itself on its quality, and due to this was quick in its rise to success. The last element required to make this crafty brand a powerhouse was some creative first class design and branding so that it may have a visual style and identity all of its own. Unique in look and standout in appearance the Australian Brewery required exceptional visuals to accompany an already admired product.

It is here that the fun began with me creating, cropping, cutting and moulding this brand visually so that it may reach its full potential. A monumental task equal in challenge and reward that resulted in the birth of an extraordinary personality, a brand to stand behind and a big contender in the craft beer world. With its shining gold logo lighting the way and an impeccable visual library by its side the Australian Brewery was ready to take the next step.

After achieving national distribution in 2013, part of the Brewery’s focus shifted towards crossing the seven seas, which has been achieved through the introduction of a canned range. The Australian Brewery is also the first craft brewery in Australia to can their products, improving not only the quality of the product but also caring for the environment too. There was great success in launching the core packaged range of Australian Brewery beers which consequently resulted in international demand for these AB products to come flooding in. In 2014 The Australian Brewery triumphed in pushing its award winning core beer range to venues both nationally and internationally including Japan, Malaysia and the South Pacific.

SEDUCTIVE MEXICAN SKULLS WITH SEXY HATS & MOUSTACHES

THE MEXICAN LAGER

This refreshing lager is inspired by the hot dry plains of Mexico, and with a very clean and clear finish it proved itself to be the AB’s ultimate thirst quencher. Due to its popularity it was progressed into a full packaged product suite including can, decal & case designs as well as accompanying advertising and sales collateral. Targeting a slightly younger demographic, the brief aimed to expand this brands youthful character allure and do this through the use of an authentic and trendy Mexican visual identity. The logo is a true representation of authentic Mexican culture, with inspiration drawn from Day of the Dead sugar skulls. These skulls are known to be personalised and integrated into cultural beliefs and traditions which lead to the creation of The AB skulls, with customised hop filled eyes (a key ingredient in the beer) and a cheeky moustache.

THE REBELLION OF YESTERYEAR GAVE BIRTH TO THE BEER OF TODAY

THE REBEL ROUSER

Sometimes standing up for what you believe in is as simple as having a local beer at your local brewery. The Rebel Rouser has a very unique story and origin; it is the result of a beer naming competition held by the Australian Brewery. The winning name ‘Rebel Rouser’ is in reference to the 1804 rebellions that took place in this local area by convicts against the colonial authority. An interesting and challenging concept, creatively tasked with reflecting a piece of local history within this new beer design. The Rebel Rouser attracted the attention of local politicians and media who all attended the launch of this new local beer sensation. The Rebel Rouser was expanded into a full creative suite including, can, decal, case and further advertising material such as tasting notes, posters and extended signage.

HOPPY BEER IS THE ANSWER...BUT I CAN'T REMEMBER THE QUESTION

THE EXTRA HOPPY ALE

Inspired by the hop crazy Americans and their quest for bigger hoppier beers, this medium bodied pale amber ale has hops added at every conceivable point in the brewing process. The Extra Hoppy quickly became a standout ale in beer houses all over Sydney and promptly worked its way into the AB core range. Shortly after it was expanded into a full packaged product and creative product suite. The Extra Hoppy is a big beer and the task was set to reflect this within the beer's branding. The EHA logo is a characteristically raw, New York grunge style wordmark, with inspiration drawn from the Meat Packing District. The design taps into the quirky, underground craft beer scene, whilst maintaining a strong, bold aesthetic aimed to represent the hop filled character of the ale itself.

SOMEONE KEEPS PUTTING VEGETABLES IN THE BEER CRISPER

THE PALE ALE

Crisp and refreshing, inspired by the Australian style pacific pale ale, this is a beer to be admired for its rich aromas of citrus and passionfruit that you can only get from galaxy hops. The Pale Ale was the original front runner, the first released ale that really showcased the quality of the Australian Brewery’s products and the potential that this brand had. This in turn needed to be reflected in the design and branding. Deep strong greens and pale golds were matched to this Australian style ale and the creation of a rustic, hand drawn, stencil style logo was used to reflect the unique handcrafted quality of the beer. Further emphasis was placed on the quality of the raw ingredients used through detailed hop graphics. The Pale Ale was rolled out into a full creative suite and has successfully prevailed in national and international beer arenas.

BEER IS NOT THE ANSWER. BEER IS THE QUESTION. "YES" IS THE ANSWER

THE PILSNER

Inspired by the classic, crisp and bitter pilsners of Germany, the AB Pilsner takes the palest Australian malts and interweaves a notable bite and aroma from new world hops leaving you with a classic German Pilsner with a twist. The Australian Brewery is all about bringing international flavours together with Australian tastes and creating quality products that bridge the gap. This quality is then reflected in the design such as in this sleek, clean and pure Pilsner. Attractive and strong in its classic simplicity, it contains a frosted and faded traditional German style pattern that runs subtly throughout the entire can. This is complimented with a strong customised wordmark logo that is partnered in the design with some classic book serif styling. The AB Pilsner was rolled out into a full creative suite and has successfully prevailed in national and international beer arenas.