Matilda Bay

A handcrafted beer deserves a handcrafted identity. While uniting its products for the first time, the new brand takes you into the garage of this unique Australian brewer.

As part of a strategic re-positioning within the Matilda Bay Brewing Company portfolio, Beez Neez Honey Wheat Beer was re-designed to appeal to a younger, more mainstream, unisex market.

Matilda Bay maximised use of the artistic equity in Matilda Bay with its textural backgrounds and hand crafted type for its number one selling beer.

As well as uniting its existing products, the new identity embraces Matilda Bay's brand new beer range, the quirky Fat Yak.

The new brand shows Fat Yak is as unique as the rest of Matilda Bay's hand crafted beers while clearly identifying it as part of the same family of high quality beers.

The design for Matilda Bay’s new brand needed to reflect its free-living, alternative, funky, artistic and adventurous name – typically Bohemian but in keeping with the company’s brand architecture.

In the Reserve range, a standard ‘reserve’ label shape was formed utilising their individuality through the logotype but with a consistent background to create a defined group of beers.

This packaging needed to represent the character of the beer style, while also tying into the overall brand position of artistic, garage produced craft beers.