An old friend grows younger


With the proliferation of more youth orientated brands and changing tastes, the much loved Monteith's had become a little out of time. It was authentically old, but needed to be authentically cool.
Our challenge was to strengthen and deepen the brand moving it on a generation, giving it the ability to be loved by more people on more occasions without losing any of its rich provenance and pioneering West Coast spirit.
The signature 'barn door' label evolved to the appearance of a book cover; the idea being that every beer variant tells a unique story. Patterns were introduced for depth and complexity much like the beers themselves and the illustration moved to a more visceral photographical style.
Deliverables: Brand strategy, identity design, and packaging design