Refreshing a beer generation

Export Gold

Export Gold has historically been the beer for the young and active, and in 2008 the time came for a design refresh to reflect this youthful positioning. designworks took the goal of interpreting Export Gold in an optimistic, masculine context and produced a modern and confident take on what it means to be a 'new' New Zealand beer, with an uplifting and proud attitude. The design uses refreshing imagery to ground Export Gold's status as a national icon and imbue the brand with a sense of freedom and possibility.

Deliverables: Brand positioning, identity design, packaging design, point of sale & merchandising