Project Overview
A character filled brand for a boutique brewery with a rich history.
Project Commissioner
Project Creator
Team
Creative Director, Andrew Hoyne
Copy Director: Cam Dunnet
Design Director: Pete Georgiou
Designer: Damian Wheeler
Illustrators: Damian Wheeler, Pete Georgiou
Typography: Damian Wheeler, Pete Georgiou
Finished Artist: Mark Grey and Leah Horsley
Project Brief
Willie the Boatman is a craft brewery in Sydney’s suburb of St Peters. The brewery had grown rapidly in reputation and popularity, and required a new brand to engage both buyers and employees in new ways.
Project Innovation/Need
Inspiration was drawn from the brewer’s own back yard and the stories about the brewery’s namesake, Willie the Boatman. Willie entertained all sorts of characters while he was rowing passengers across the mighty Cooks River many years ago, and these local characters became the inspiration for the unique voices that would bring each individual beer to life.
Design Challenge
The Australia’s craft beer market has experienced unprecedented growth over the past 7 years, growing by almost 200 per cent. Fifty-two new breweries, brew pubs and contract brewers opened in 2018, bringing the number of craft ale producers to 585 – a 197 per cent increase since 2011, or one brewery for every 41,500 people (aged over 18). As a result, the market has become a highly competitive space with brands battling for customer attention and loyalty in the face of more choice than ever before.
Effectiveness
The result is brand that is anything but generic. It celebrates a life lived with irreverence and character and brings to life St Peters’ unique history, as well as the authentic character of each beer. Within one-year beer sales have increased by 34%. Merchandise sales have also increased by over 500%.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details