BEER, IT MAKES YOU SEE DOUBLE AND FEEL SINGLE

AUSTRALIAN BREWERY ADVERTISING & COLLATERAL

The Australian Brewery grew expeditiously in popularity and demand between 2012-14 and with that came opportunity to expand on identity development and promotional presence within the market place. The AB creative department up until this point had been powered by a sole designer, the realisation that 4 arms rather than 2 were necessary to successfully tackle the next challenge allowed for this department to evolve. The Australian Brewery welcomed another designer on board the craft beer train with the goal of really tapping into national and international packaged craft beer markets with an engaging identity.

Within this new two-man team, a core range of four beers and a cider were created, with seasonal beverages involving more whimsical designs being interweaved throughout the year. The core five products are all available in cans, and to support the products, a range of advertising and point of sale collateral was also developed. The advertising and point of sale collateral included the design and development of a range of posters, banners, signage, decals, sales presenter books, tasting note cards, case designs, coasters, table talkers, shelf wobblers, growler jugs and a range of merchandise including shirts, key rings, hats and aprons. Since the launch of the products and collateral, the beers and cider have been pushed to a range of venues both nationally and internationally including Japan, Malaysia and the South Pacific.

My role as the senior designer throughout this time involved the creative and conceptual development in regards to pushing the identity and visual campaigns forward, overseeing all visuals and promotional material developed and ensuring brand integrity and message was maintained throughout. First hand design and development of all products and their associated promotional and sales collateral was also my responsibility including directing and designating work within this team. The branding and designs for the Australian Brewery range were an ever evolving process between myself and colleague Lauren Milliken.