Cricketers Arms is steeped in the spirit of post-match camaraderie where mateship, tradition, and shared achievement are celebrated over a cold beer. Tasked with revitalising the brand, Edison led a strategic rejuvenation that unearthed and reframed these foundational values for a new era of drinkers.
The project began with a bold reframing of Cricketers Arms’ brand story, elevating its roots in Australian sporting culture and refracting them through a contemporary, craft-led lens. The new brand strategy unified a growing portfolio of brews under a cohesive masterbrand, each one expressing a distinct character while building the overarching story of community and craft.
More than just a packaging overhaul, this was a systemic identity rethink designed to drive relevance, recognition and retail performance. The result: a brand reborn with renewed purpose; deeper storytelling, clearer segmentation, and the charisma to win drinkers, retailers and competitors alike.
