From horses to hops - crafting a new coastal brewhouse

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 TV and has won accolades from Melbourne food and lifestyle experts. The creative result is a destination brand that fuses history and location into a place that celebrates great beer and a coastal lifestyle — jump on, saddle up and enjoy.

The back story: 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. The six founding investors, including Michael Freedman, saw a opportunity to create a truly unique craft brewery on the Mornington Peninsula.

The design challenge required a solution that not only created a unique design system for the naming and design of the beer range, 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.

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