Brand design for the craft beverage community


We love working with crafty people to create, amplify and revitalise their brands

Craft Instinct is a brand development and design service agency made up of individuals who share a passion for the craft beverage industry. We have the design chops, understand the brewery and distillery businesses and have a deep passion for craft beer & spirits

We understand your industry we’ll get you seen and we get craft budgets.

Creating a brand from scratch is one of the most rewarding parts of our job at Craft Instinct. Starting with our Brand Discovery workshop, we worked with the crew at Hargreaves Hill Brewing Co to create a new stand-alone brand released solely in cans, be appealing to a young, adventurous audience and be an absolute showstopper on the shelf. It was quite the journey from start to finish, and the end result is one of our proudest yet.

The core definition of a brand is simply a promise to customers.In the creation of the Sanctus Brewing Co brand, their promise was their outstanding quality of beer. To communicate this promise, we came up with the idea of the 'holy grail'. The name 'Sanctus' has religious ties, and the tagline 'Brewed in God's Country' plays on this theme too. We decided to explore the ancient quest to find the holy grail, much like a beer lover’s quest to find the holy grail of beers. Beer is to be worshipped, and this is the underlying message in this concept. It was also important for Sanctus to have visual ties to 'God's Country': their local surrounds.The icons within the checkered area of the can labels all represent different aspects and sometimes physical locations within the Clarence Valley.

What the heck is a Hard Seltzer? A type of petrified rock? A difficult puzzle? A pro wrestler? On a recent trip to the USA, an entrepreneurial husband and wife duo found out. They were ready to step outside of their familiar branding realms, and approached us to create a logo and brand system for 'Delvi Hard Seltzer', their new hustle.

According to Urban Dictionary, Delvi means, “Keeping it real 100%”. Their vision is to create an internationally recognized Hard Seltzer brand showcasing native Australian flavours, regionally agnostic and true to an actively healthier, laid back and creative lifestyle.

The brand was designed to appeal to both men and women. Highlights of colour indicate flavour and make the can pop on the shelf. The design was applied to a slim can to subconsciously appeal to the health-conscious drinker. Hard Seltzers, while huge in the US, are relatively new to the Australian market. We allowed for a slight educational aspect to the design by using icons to convey information quickly in a graphical way.

In the year 1884, a Belgian Brewer by the name of Auguste de Bavay arrived in Melbourne and began working at Thomas Aitken’s Victoria Parade Brewery. In 1889, he proved that Melbourne’s water supply was contaminated by bacteria via fireplugs & dirty pipes. This finding led to a State Royal Commission resulting in the removal of the fireplugs, replacements of the city piping and an immediate improvement in quality of Melbourne’s water supply, and ultimately Melbourne’s beer.

Golden Pipes Brewing is an ode to Auguste and his impact on Melbourne’s beer scene. The playful golden pipework depicted on the artwork shows a bounty of clean water flowing, in an underground scene, under the city of Melbourne.

Golden Pipes Brewing celebrates the forgotten heroes of Melbourne beer, bringing them back to life in the style of craft brewing today.

Blackman’s Brewery launched a new sub-brand specialising in Barrel Aged, Sour and Farmhouse Ales, focusing on ingredients local to the brewery.

The audience for these beers is a bit further along their beer journey than Blackman’s usual drinkers, so we created a new brand with its own look and feel for this target market.

We created a brand whose visuals explore the natural landscape of the local area, using a theme of ‘Journey’ throughout every brand touchpoint.

Two local Bondi musicians realised a big dream of theirs in 2018, when they started their own brewing company. Their deep ties to the Bondi community, the good times and epic sunsets from the ‘Grassy Knoll’ in North Bondi inspired both the name and the flavours that the beers take on. After completing our Brand Discovery workshop, we could focus on communicating the very essence of what the lads wanted to achieve. Using the art deco architecture of Bondi as visual inspiration, the Craft Instinct pack collaborated on the visual execution of the brand and label. With their first batch of Session Ale selling out within the first month, watch this space for more Grassy Knoll releases throughout 2019.

Some of our work

Ocean Reach Brewing Seasonal Releases
Brickworks Brewing
Coast Seltzer
GABS hottest 100 aussie craft beers infographic
alice springs brewing co brand creation & website
Ocean Reach Packaging and POS
Hargreaves Hill Limited Series
crafty cabal video
crafty pint rebrand
Southern End Brewing Co
Blackman’s Brewery


packaged services designed to get your brand reaching new heights

Indie Brand Shelf Audit 

How can you improve your product to perform better on the shelf?

We visit stores stocking your product to investigate how your brand performs amongst the direct competition. We provide you with a written report and an action plan to get your brand performing better.

Get in touch to organise your shelf audit.

Brand Health Check

How healthy is your brand? What is holding it back? How can it perform better? 

We study your brand, marketing and promotional practices and systems. We visit stores stocking your product to investigate how your brand is working amongst the direct competition.

We will hold a face to face meeting where we give advice and work out an action plan on how to get your brand to better perform and achieve your vision.

Get in touch to organise your brand health check.

Indie Brand Retainers

Independent brands get full access to Craft Instinct services at heavily discounted rates for ongoing work. 

Check out our current retainer packagers HERE

Limited Release Packages 

Get a system designed for seasonal releases to save money and time that doesn’t compromise on design, promotion…..and ultimately sales.

Craft Instinct will design a crafty, un-ignorable template for packaging and promotional items for your brand that will turn customers into fans. This package has a one-off set up cost, with every following release being designed within this template. 

Each following release will be packaged at the same price, allowing for easier budgeting and consistent branding. 

Priced to suit individual needs, get in touch for a custom quote

About us

how we work

Situated in a purple-painted HQ in the rolling hills behind Torquay on the Victorian Surf Coast, we have a team of in-house and remote creatives. Creative director Jessie Jungalwalla assembles the project team by matching the target outcomes to specific skill sets.

We are a small and agile agency, designers working directly with clients, no account managers or middle men to get in the way of a creative partnership between client and designers.

The craft beverage industry has unique needs, challenges and opportunities; Craft Instinct was specifically designed to service these. Our creations are born from a wealth of design and branding experience, deep knowledge of product, understanding of brewery/distillery business operations and a deep passion for craft beer & spirits.

why we do what we do

The craft beverage industry is more like a community. Competitors help each other out, if someone makes a great product, everyone is stoked, because we all get to enjoy it. It encourages a 'quality, not quantity' attitude. It is full of colourful characters, where art meets science. It's an industry you can fall in love with, and want to be a part of.

While so much blood sweat and tears poured into production of beer and spirits, we know people can't buy what they can't see. To sell in this increasingly crowded marketplace can be a challenge so you can't compromise on design, and let your hard work go to waste. We want to see every brilliant beer and spirit visually shine and reflect their offering, and in being a part of that, Craft Instinct shines too.

Meet The Pack

jessie jungalwalla pack leader

Jessie specialises in brand development & strategy and has skill sets in graphic design, stop animation, illustration and web design. Values and integrity drive her work ethic, and she strives to work amongst others who share the same ideals.

Brittany March designer

A multidisciplinary creative and ocean enthusiast, Brit works strategically as well as visually. Her talent knows no boundaries, from fine art to infographics. She may be small in size but punches well above her weight in creative flair.

Juan Rodriguez Graphic Designer/Illustrator

A creative illustrator specialising in ink, Juan is the double whammy as he also has extensive graphic design experience at one of the world’s leading marketing agencies, Clemenger. Those talents combined make him a force to be reckoned with!

Emily Bourke Designer

Emily is a budding young creative with pattern design superpowers. She’s an absolute gun, and her work has become a staple element across many of our brands, creating shelf popping designs that people go wild for.

Donna Nugent Photography

Donna is all about people, storytelling, happy faces, vibrant colours and natural light. Her creative eye will transform a scene into art. Her eye for colour results in beautiful, vibrant shots that entice, excite and engage.

dan thornbury web developer

Daniel loves putting together intuitive solutions for big problems in the form of a website. He's the "full stack", which means he can work on everything from conception to delivery but also loves working with other designers to bring their creations to life on the interwebs.

post project videography

Working as 'The Post Project', Al and Pete create meaningful videos that get attention and results. With an impressive collection of gear, these guys shoot, direct, produce, animate and even do voice overs. These two can create spectacular content, with lots of laughs along the way.

Kirsty Dow Junior Designer

Kirsty's passion for craft beer and thirst for learning makes her a valuable member of the pack. She takes on any job with a smile and always goes the extra mile, a legend in the making!

interested in working together?

let’s get crafty

call +61 413 297 959
or leave us a message below

Craft Instinct acknowledges the traditional owners the Wadawurrung people, of the Kulin nation, the traditional custodians of the land on which we operate today and pay our respects to their Elders past, present and future, and extend that respect to other Aboriginal and Torres Strait Islander people.