Design: Boldinc
Location: Australia
Project Type: Produced
Client: Sydney Brewery
Product Launch Location: Australia
Packaging Contents: Beer
Packaging Substrate / Materials: Can

Like most successful start-ups, Sydney Brewery’s year on year growth saw them expand at a huge rate since opening the doors in 2012. Unfortunately – such rapid growth generally comes with its complications.

Sydney Brewery went to brand consultants Boldinc with the challenge of re-booting their brand, defining their position in the market and at the same time, figuring out how to manage 2 different brewery sites (one not even in Sydney), an out-of-control product range where beers and ciders overlapped and polarising packaging that wasn’t relevant to anyone outside Sydney’s Eastern suburbs.

It was already clear that the existing branding was too Sydney-centric, alienating drinkers that weren’t in on the Sydney references. They ultimately wanted a brand everyone can enjoy and relate to, whether in greater New South Wales, a Queensland pub, or a Melbourne laneway burger joint. No easy task when “Sydney” is half of your brand name!

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