Belly good: Home-brewed beer receives new identity

Sydney – A collective of home brewers is employing a whimsical approach to creating identities for its new line of products.

Osama Bin Lager, Morning After Pils, and Golden Shower Ale are some of the humorous names dreamt up by home brewers and product designers Connie Anthes, and Jon and Julian Berengut.

Each beer’s taste, name and label design is decided prior to the fermentation process where yeast converts the glucose in the wort to alcohol. Laser-cut logos are applied to the bottles using enamel once the beer is bottled.

Brands are increasingly taking risks with small-scale projects, applying a methodical approach of trial and error, rather than strategic, corporate thinking. To further see how brands adopt a playful approach, read our Dreamtelligence trend report.