Conceived over a beer by a few good mates in a Sydney pub, the question was asked “why can’t we get a range of quality organic beers at the bar?” Working from an insight that was close-to-home, The Struman’s guys saw a gap in the beer market (believe it or not there was one!) for a great quality organic brew; available at all their favourite drinking haunts.
Words like ‘natural, accessible, and warm’ have been bandied around freely during the creative journey – credibility and integrity are at the heart of the brand “Just tell it how it is”. The real hero of the brand is the key asset – the Struman’s ‘S’, a uniquely crafted mark symbolic of the three mates whose vision and commitment starting a new wave of brewing in Australia. The trilogy of darts anchored to the horizon line pay homage to a quintessential publican past time, an old school activity that reflects the straight-talking attitude of the brand.
The team worked tirelessly to create something we can all be proud of – a great brew presented to market with integrity and relevancy. The scope of work included brand identity strategy, brand positioning, design and guidelines, packaging, press consultation, trade marketing, digital and social.