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The Good Beer Co.:
Creating one for the reef.

THE BACKGROUND

The Good Beer Co., a social enterprise brewing company, asked Brother to help repackage a lager whose profits would go towards protecting the reef, aptly named Great Barrier Beer.

THE STRATEGY

While the beer was great, the client felt the initial brand positioning, design and packaging lacked focus and impact.

Working with The Good Beer Co. and the Australian Marine Conservation Society, we first worked to understand what success would look like for them.

Once we were clear on their objectives, we created a pro bono audit of leading craft beer designs and shared it with stakeholders to help understand their preferences.

From this audit, a range of designs was created and tested with internal and external audiences.

THE OPPORTUNITY

While working through this process, it became clear that our new beer had to tell an adventurous story.

Our winning idea did just that.

Using images inspired by the reef the beer aims to protect, our identity featured vivid watercolour and coral motifs over clear type.

The result was packaging that made the beer’s purpose clear and was distinct enough for you to spot at the back of the fridge at your local craft beer bar.

THE ROLL OUT

With the beer’s identity approved, Brother supported The Good Beer Co. with the launch of collateral and marketing assets, all created pro bono.

Our crews even helped to film key launch events.

Using the same watercolour design, we created various content pieces for The Good Beer Co. to use and adapt as their campaign gained momentum.

THE LAUNCH

THE PAINTING

THE CANS

THE NEXT

Our proudest moment came when we successfully helped The Good Beer Co. to secure an agreement with both BWS and Dan Murphy’s to stock Great Barrier Beer, meaning more people could enjoy raising one for the reef.

PRO BONO DELIVERABLES

  • Design audit
  • Identity creation
  • Packaging
  • Campaign launch
  • Social content kit

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