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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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'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 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 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.
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.
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.