With the proliferation of more youth orientated brands and changing tastes, the much loved New Zealand brand Monteith’s had become a little out of time. It was authentically old, but needed to be authentically cool.
Our challenge was to strengthen and deepen the brand – moving it on a generation, giving it the ability to be loved by more people on more occasions – without losing any of its rich provenance and pioneering West Coast spirit.
The signature ‘barn door’ label evolved to the appearance of
a book cover; the idea being that every beer variant tells a unique story. Patterns were introduced for depth and complexity – much like the beers themselves – and the illustration moved to a more visceral photographical style.
Designed by Designworks, New Zealand.