St Andrews Beach

Brewing up a sensational brand and packaging for a truly unique craft brewery.

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.

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.

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.  It’s appeared on Australian tourism television 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.




Scope of Work

Brand positioning and strategy / Brand Architecture / Identity / Naming / Packaging / Guidelines / Copywriting