CATEGORY

Basic Identity Applications

LEVEL

Professional

RANK

DESIGN CREDITS

Creative and Art Director

Mark Braddock

Copywriter

Melita Masters

Designers

Mark Braddock, Nathan Teoh

Art Worker

Ian McCulloch


TAGS

, , , , , , ,


LINKS

Block Branding
Feral Brewing Company

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CLIENT

West­ern Australia’s largest inde­pen­dent brew­ery with a cult fol­low­ing of beer enthu­si­asts glob­al­ly. Based in the Swan Val­ley, in West­ern Aus­tralia, the brew­ery is the cur­rent title­hold­er of the Aus­tralian Inter­na­tion­al Beer Awards for Best Large Aus­tralian Brew­ery.


BRIEF

The explo­sion of craft brews has seen the beer cab­i­net become one of the most crowd­ed retail spaces imag­in­able. Fer­al is a brand that pro­duces uncon­ven­tion­al big-flavoured beers that reflect their beer mak­ers’ pas­sions. When the brew­ery com­mis­sioned us to redesign their suite of bot­tled beer labels, they were suf­fer­ing from a con­di­tion of mul­ti­ple per­son­al­i­ties, out­dat­ed style, and lit­tle point of dif­fer­ence in the mar­ket.


APPROACH

By using an old pho­to­copi­er, pen, ink, and scan­ner, we designed a set of labels and accom­pa­ny­ing mate­r­i­al that shunned the trendy, craft-beer, small-batch, min­i­mal­ist look. The result was some­thing that now stands out amongst the com­pe­ti­tion on the shelves while remain­ing unique­ly Fer­al. This brand and pack­ag­ing over­haul sees the brewery’s prod­ucts uni­fied under a sol­id look and feel, albeit with a unique­ly Fer­al per­son­al­i­ty. The rebrand­ing is hand­craft­ed and dis­tinc­tive with­out detract­ing from the company’s obses­sive focus on its beers, fla­vors, and ingre­di­ents.

Our beer labels were looking confused and indistinguishable on the bottle shop shelf, so we came to Block with the task of creating a cohesive design across our rather eclectic portfolio. We wanted something unique and distinctly Feral. By taking a handcrafted approach, Block redesigned our suite of labels and solidified our passionate approach to beer. Our new look now owns its shelf space in a very ballsy way—Block have done a great job at bringing the outside of the bottle in line with what’s inside it. — Steve Finney, Sales Manager at Feral Brewing Company

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