James Squire pays homage to Australia’s first brewer, yet with a brand so rich in stories and character
it had become unengaging, dusty,
old and difficult to distinguish
The brief was to make visible the underlying personality and energy of the brand, be more accessible to craft beer considers, and make each variant memorable thus easier to navigate
and explore the range.
The solution was to develope a contemporary canvas to leverage the brands rich visual and historical equity. Emotive product names in expressive hand painted typography combined with ink sketched iconography gave the brand an immediacy and freshness for telling the stories of this great Australian larrikin in a way that has
re-contextualised him for today and beyond.
Work conducted whilst at DiDonato Partners.