Newstead Brewing is a family-owned brewery which produces more than one million litres of beer each year. The Newstead Brewing Co founder, and owner Peter Howes also runs a Droughtmaster Stud at his property “Balmoral Ridge” on the Sunshine Coast Hinterland. Droughtmaster is Australia’s Natural Wonder, one of the most sought-after cattle breeds.
Peter’s team at Newstead created Droughtie, a mid-strength premium lager, with a portion of the sale proceeds of every can going to help the Droughtmaster Society.
We were tasked to create the brand design that would work across can, cartons, a tap and various corporate livery.
We are the brand architects behind the refreshed Droughtmaster strategy and design. With this project we saw an opportunity to take our unique character and tone and encapsulate it on a beer.
We decided to maintain our brandline of ‘Australia’s Natural Wonder’ as it fitted in perfectly with the beer’s natural, preservative free origins.
As our client described it, at the end of the day it was crucial that ‘this was a good looking beer to have in your hand for the everyday drinker.’