New brand saddles up on Melbourne draft brewery scene
This article was originally published by PKN News
St Andrews Beach Brewery has created a destination with a difference for craft beer lovers. And its brand design supports its unique horses to hops story.
Located on Victoria’s Mornington Peninsula, St Andrews Beach Brewery is the converted site of a former horse-training facility run by the Freedman brothers, who 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 an 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.
“St Andrews Beach Brewery is the first ‘paddock to pot’ brewery in Australia and its unique coastal provenance required an innovative creative solution,” explains Amber Bonney, creative director at The Edison Agency.
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.
The design challenge required a solution that not only created a unique design system for the packaging of the five beers, but also the branded environment for the venue itself.
Amber Bonney, adds: “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 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.”
