Brand design for the craft beverage community


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

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

Brand creation

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

brand creation

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 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, which is much like a beer lovers 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. 

Brand Creation

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. Ready to step outside of their familiar branding realms, they 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 fairly 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. 

Brand Refresh

Hargreaves Hill is a well respected brewery from the Yarra Valley. Established in 2004, by Australian standards they were one of the early birds to the craft beer scene.  They have always projected a refined & traditional brand reflecting the surrounding winery aesthetic in the Yarra Valley.  The crowded market place calls for shelf poppers, so a rebrand was needed. The challenge was to achieve the ‘pop’, while maintaining their traditional, refined look and feel.

After diving in deep, we solidified a vision, mission, target market and also uncovered a set of values that included 'Classic Mastery'.  We used this value to base our visual communication of off. This, coupled with our identified target market's taste we created a refreshed look to re-brand Hargreaves Hill to help them achieve their vision and mission.

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

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

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

brand creation

Two local Bondi musicians realised a big dream of theirs in 2018, 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.


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 where your product is stocked to investigate how your brand performs amongst the direct competition. A written report will be provided, as well as an action plan on how to get your brand to better perform.

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 where your product is stocked 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 heelth 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 template for packaging and promotional items for your brand that is impossible to ignore and will turn customers into fans. This will entail 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

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
Ocean Reach Packaging and POS
Hargreaves Hill Limited Series
crafty cabal video
crafty pint rebrand
pink boots tap decal designs
Blackman’s Brewery

About us

how we work

Craft instinct is a creative agency made up of craft-loving individuals who share common values and a passion for our work. Through a combination of in-house and remote workers, we can be assembled at anytime to work on a range of projects. Our HQ is a purple painted studio amongst the rolling hills at the back of Torquay, on the Surf Coast in Victoria, Australia.

The Craft Instinct pack is lead by creative director Jessie Jungalwalla, who assembles the project team by matching the target outcomes to specific skill sets.

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, 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 to drinking. It is full of colourful characters, it's art meets science and it is fiercely independent. It's an industry you can fall in love with, and want to be a part of.

While so much blood sweat and tears are poured into production of beer and spirits, we all know that if people don't see it, they won't buy it. To sell in this increasingly crowded marketplace is a challenge. You cannot compromise on design, as in doing so you let all your hard work go to waste. We want to see every brilliant beer and spirit visually shine to 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. Her work ethic is driven by values and integrity, 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 super powers. She is an absolute gun, and her work has become a staple element across many of our brands, creating shelf popping designs that people go nuts 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 video, 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 a lot 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!


Are you planning on opening a brewery? If so you could get a priceless boost to your business through the Brew Rocket Grant.

Craft Instinct in partnership with BentSpoke Brewing Co, The Crafty Pint, Rapid Labels, Suntap Decals and Peach Business Management are offering a full brand development package to a start up brewery that has an environmental and/or social enterprise focus at the centre of their brand.

The successful applicant will receive:  

• 2 x hour brewery business plan development sessions with Richard Watkins founder of BentSpoke Brewing, plus 6 x 30min advisory sessions  

• Full branding package from Craft Instinct   

• A financial and profit coaching session with Peach Business Management  

• A years listing on The Crafty Pint 

• A 20% discount on can or bottle labels at Rapid Labels  

• A 50% discount on tap decals from Sun Tap Decals  

All this is designed to give your brewery the boost it needs to succeed and ultimately, make a positive impact in the world.  

To apply get in touch here

Applications close August 31st 2021 

Terms and Conditions Apply

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.