Key Dates
Image Credit : Angela Miller - Indigo Blue (commissioned by The Edison Agency)
Project Commissioner
Project Creator
Project Overview
A sensational new coastal destination is born — a former horse-training facility is transformed into an amazing Victorian beachside brewery.
Team
Strategy: Amber Bonney & Sebastian Marcs Creative Direction: Amber Bonney Lead Designer: Brian Rodrigo Llagas Designer: Stephanie Bradley Account Manager: Amie Eramo
Project Brief
Lee Freedman and his three brothers have trained some of the greatest horses in Australian history: Subzero, Doriemus, Makybe Diva, Mummify. Until 2014, the family was based at Markdel, a 37-hectare site near Gunnamatta on the Mornington Peninsula. From horses to hops - this property is now home to St Andrews Beach Brewery.
The six founding investors, including Michael Freedman, saw a opportunity to create a truly unique craft brewery on the Mornington Peninsula and they engaged The Edison agency to create the brand strategy, positioning, visual identity and packaging design that captured the spirit of their brewery vision.
Project Innovation/Need
St Andrews Beach Brewery is the first "paddock to pot" brewery in Australia and its unique coastal provenance required an innovative creative solution. The Edison Agency developed the brewery name as well as the unique names and stories for each of their signatures brews — the 6 Furlongs Pale Ale, The Strapper Australian Lager, Box 54 Golden Ale, and Race Day Cloudy Pilsner — adding irreverent cheekiness and humour that fused racing pedigree with the relaxed coastal vibe of the brewery and its owners.
Design Challenge
The development features a full scale brewery, cellar door, tasting rooms, bar and a variety of indoor and alfresco seating for social gatherings, dining and large group functions. Given the scale of the project, this scope of work was comprehensive and included market research, brand strategy, positioning, visual identity, naming and packaging design.
The design challenge required a solution that not only created a unique design system for the packaging of the 5 beers, but also the branded environment for the venue itself. Collaborating with the Architects at Ewart Leaf, The Edison Agency built the identity system to harmonise with the natural surroundings and heritage of the existing stables and buildings and the newly created brewhouse. The beautiful nautical coastal palette compliments the vintage inspired brew illustrations - each with their own unique story linked to the origins and personality of the property.
Effectiveness
The St Andrews Beach brewery is proving to be the new coastal destination for Mornington Peninsular locals, day-trippers and tourists. A place to escape urban life, exhale and enjoy great food and brewery-fresh craft beer. To date it has featured in Australian tourism television programs and has won accolades from Melbourne food and lifestyle experts. The creative result is a brand solution that fuses history and location into a place that celebrates great beer and a coastal lifestyle — jump on, saddle up and enjoy.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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