Keeping it ‘real’ and crafting its own space in a cluttered beer market

STRUMAN’S launched into a unique space in the beer category, and as Australia’s only dedicated organic beer company the original proposition was to give everyday drinkers the opportunity to enjoy premium organic beer. Learnings over the first eight months of the brand pointed to a need to consolidate behind their most-loved SKU, the lager, and pull the brand further away from mainstream propositions and fully express the premium and crafted nature of the brand.

Our creative solution involved delving into the changing parameters of ‘premium’ and uncovering the move of consumer from a focus on status and bling towards an appreciation of understated quality — specifically from brands who operate ethically and with integrity. This strategic platform formed the base of our design work.

STRUMAN’S key asset, the “S” with three darts to symbolise the three mates whose vision for great beer started the brand, acts as a watermark of quality on the Lager front label, six pack and carton. A warm paper texture and stripped back colour palette creates a bold and simple design that resonates with the modern beer consumer.

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