The anti-craft: Beer company rebrands to stand out

02 : 12 : 2013 Beer : Brewing : Craft Beer

Perth – Feral Brewing Company is Western Australia’s largest independent brewery and current titleholder of the Australian International Beer Awards’ Best Large Australian Brewery. Despite this, in a world where craft breweries are setting up on every corner and home brewing is booming, Feral had to find a new way to stand out and expand its reach.

The company turned to creative strategy agency Block to refresh its branding. Instead of the artsy, minimalist designs that are currently in vogue, Feral’s rebranding has a graffiti-style, rough-around-the-edges aesthetic that matches the company’s hands-on approach to brewing.

‘At a time when all the big guys are jumping on the craft brew trend, Feral is the real deal,’ says Mark Braddock, creative director at Block. ‘Feral is all about what’s in the bottle, so we felt this rebranding shouldn’t look overworked or pretentious.’

This is brandalism gone meta, with a brand vandalising its own identity. For more, read our Brandalism micro trend and see our Disruptive Packaging microtrend.

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