A Different Breed of Craft Beer


Sydney NSW, Australia

Design: WhatCameNext_
Location: Australia
Project Type: Produced
Product Launch Location: Australia
Packaging Contents: Craft Beer
Packaging Substrate / Materials: Glass bottle, cardboard

A different breed of craft beer.

WCN_ led the way, creating ‘a different breed’ of craft beer brand for Australia’s original craft beer brewer, bringing some much needed humour to a category that traditionally had taken itself pretty seriously. Strong visual iconography was designed with the Yak at its heart, allowing it to cut through the noise of the competition giving the brand an unmissable icon that could constantly evolve and continually build interest from within. With an architecture that allows individual brew personalities to come out, the brand can easily create new products and experiences that deliver to the ever-changing tastes of consumers within a powerful family feel.