Beef to beer.

The Droughtmaster Society and legendary Brisbane brewer, Newstead Brewing Co, saw an opportunity to help each other by leveraging the Droughtmaster breed РAustralia’s Natural Wonder.

Selling beer is tough, the category is declining with craft beers chipping away at the mainstream mass brands.

With an understanding that punters will drink the label first, we knew the design distinctiveness was critical and needed to be integrated across point of sale and packaging.

The bull was our answer – power, virility, presence with just a touch of premium restraint.


  • Brand identity
  • Integrated design – pack, tap, carton
  • Advertising – launch campaign