CARLTON & UNITED BREWERIES

Clemenger BBDO Melbourne

Working with Clemenger BBDO Melbourne, we pitched for and won a unique project for Carlton & United Breweries; to entice Australians to re-imagine beer in a whole new way and launch a new fruity beer category.

Three new ‘brands of scale’ were created, each with broad unisex appeal and modern values, with three distinct brand personalities for an emerging audience of drinkers.

My role was both as a creative; conceptualising, naming and building the brands, and as a designer, creating the concept can artwork. Both Sungazer and Mosey were then further refined and launched via brand design consultancy, WhatCameNext_.

MOSEY

- A beer that’s as easy-going as Aussies. Here, I wanted to visually capture the relaxed, default setting in every Aussie to ‘go with the flow’ and enjoy the simple life. This simple repeating wave graphic formed the heart of the design and continued into its final design.

SUNGAZER

- When you feel the sun on your face, everything seems just that little bit better. Sungazer is a beer that harnesses the goodness of the sun to bring you a drink that’s bright, sweet and bursting with sun-ripened fruit flavour. The concept of using the fruit flavour to depict the sun in various Aussie sun-drenched scenes was retained in the final design.

LAUGHING LORIKEET

- It’s not just our sunny skies, but our sunny disposition that imbues Aussie optimism. Having a laugh and seeing the lighter side can help more than we realise. Laughing Lorikeet is a drink that embodies the Aussie way of looking at things with a half glass full approach.

Unfortunately, this brand didn’t get to spread its wings in the real world, but I had a lot of fun drawing the cheeky character.