John Boston Craft Beer

Repositioned and rebranded a poorly performing lager into a craft beer with genuine character and cultural credibility for Pinnacle Drinks. The creative foundation was built on the rich heritage of the John Boston name — Australia's first brewer — which informed a compelling new brand story and a distinctive hand-illustrated identity with its own secondary visual language.

Rolled out across three main variants, cartons and gift packs, the system needed to work hard across multiple retail formats while maintaining a cohesive, premium craft aesthetic throughout.

Results 100% of the annual sales target achieved within four months of launch.

created with The Brand Management Company / 12 Below

Brand Creation & Packaging Alcohol | Beer | Brand Identity & Retail Packaging