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.

Sub-brand Creation

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.

Some of our work

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
Blackman’s Brewery
Ocean Reach Brewing Seasonal Releases

About us

how we work

Craft instinct is a network of skilled freelance partners who share common values and a passion for our work. 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 creator 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.

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.

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.

Andrew Hopkinson Designer

Andrew's passion for beer is only overtaken slightly by his passion for designing artwork for beer! His colour work combined with love of typography make him a force to reckon with, creating long lasting impressions on the shelf and in the hand.

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.

Zoe Ottaway marketing

Zoe is a brand and communications marketing specialist and is a darling of the Aussie beer industry because she is not only talented but an exceptionally lovely giving person as well. Zoe is passionate about helping Australian small producers grow marketing strategies built around purpose, profits and people.

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.


COVID-19 has affected us all, and we know it has really hit our beloved craft beverage industries hard. We are here to help. We have put together an arsenal of branding weapons designed to see your business come out the other side of this pandemic stronger than ever. Each fortnight we will be releasing a piece of arsenal we usually charge for, for FREE.  You can arm yourself with tools and strategies to boost your brand, and we can make it through this, together.

If you need a hand, or would like to talk through any pieces of arsenal, you can book a phone session with Jessie (pack leader of Craft Instinct) through the Keeping Local Alive Specialist Sessions on the Crafty Pint HERE



Who are you? Where are you going? Why do you do what you do? Let’s dive deep and get to the core of your reason for being with this work sheet.  Spend 15 minutes on this and you will get:

• Clarity in your business’s direction • A clearly defined purpose • A set of core values • A vision statement • Motivation for you and your team to pursue the dream!

Now that’s not a bad bang for your (zero) buck!

Download the worksheetfor free HERE

HOT TIP: For best results work on this with your team


Restrictions are lifting, so let's get yours or your customers ready for opening your venues up. Craft Instinct Arsenal Social Distancing Graphics are designed to help you and your punters stay safe and compliant, but in a fun and beer-friendly manner.

You can print out graphics as is, or edit them yourself to include your logo and brand colours.

We've teamed up with Sun Tap Decals who are offering to have Craft Instinct Arsenal Social Distancing floor graphic stickers printed at COST PRICE, email to order yours today.

Download Craft Instinct Arsenal '2 Kegs Apart' Poster HERE

Download Craft Instinct Arsenal '2 Kegs Apart' Large floor graphic HERE

Download Craft Instinct Arsenal '2 Kegs Apart' Small floor graphic HERE

Download Craft Instinct Arsenal 'Stand Here' circle floor graphics HERE

Download Craft Instinct Arsenal 'Seat Hangers' HERE

Download Craft Instinct Arsenal '99 Bottles of Beer' washing hands poster HERE



Who is your target customer? When you make branding decisions, do you make them with your target in mind? Or are your branding decisions dictated by your or your staff's personal taste? 

To sell your product, you need to be appealing to the people who actually buy it (not get it for free!), personal taste could be causing huge sales losses for your business, and you don't even know it.

Spend half an hour on this worksheet and you will:

• Identify your target customer • Get a tool to help make design and branding decisions OBJECTIVELY rather than subjectively • Focus your brand as a whole • Ultimately increase your sales by making a the shift in your brand focus

Download the worksheet for free HERE


Every business has areas they could improve upon, usually distinctive pain points that are hurting the business because nothing is being done about them.

These cracks in your brand armour could be leading to a loss of sales. This worksheet will help you identify the cracks, and put a solid plan in place to fix them up, before they get any bigger. 

You will be provided with an exceptional planning tool that can help you across your whole business, and takes only a few minutes to complete.

Getting a plan in place to fix those things that have been bugging you just feels so damn good! So what are you waiting for?

Download the worksheet for free HERE


How a person feels when the interact with your brand is key in them becoming a returning and loyal customer. 

On this worksheet we explore this mushy stuff and how your business can harness them, and turn them into a power source for your business.

Download the worksheet for free HERE

interested in working together?

let’s get crafty

call +61 413 297 959
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