Creative Agency: Bonney Creative
Project Type: Produced, Commercial Work
Client: Asahi Premium Beverages
Location: Melbourne, Australia
Packaging Contents: Beer
Cricketers Arms has its heritage anchored in post-game mateship – sharing a beer after a long day in the field and embracing traditional sporting values; etiquette, camaraderie and achievement. Asahi Premium Beverages approached Bonney Creative to develop a solution that not only addressed the brands positioning and awareness challenges, but unearthed its unique brand story – one that celebrated a nostalgic Australian cricketing era.
The romantic nature of these bygone days inspired a masterbrand solution that celebrated collective characteristics of the Cricketers Arms brand through each of its individual brews – Keeper’s Lager, Captain’s IPA, Journeyman Mid and Spearhead Pale Ale.
The heroic new monogram symbolises unification and togetherness – paying homage to the spirit of the brands ethos and its founding two partners. The interwoven ‘A’ and ‘C’ have been hand-crafted and are unique to the brand’s distinctive assets.
The new identity system and packaging focuses on optimizing the brands shelf-presence and adding depth to its craft credibility and positioning via the artistic creation of bespoke iconography, the introduction of premium packaging materials and finishing and more detailed brewing narratives.