Creative Agency: Bonney Creative
Project Type: Produced, Commercial Work
Client: Struman’s Organic Beer Co.
Location: Melbourne, Australia
Packaging Contents: Organic Beer
Conceived over a beer by a few good mates in a Sydney pub, the question was asked “why can’t we get a range of quality organic beers at the bar?” Working from an insight that was close-to-home, The Struman’s guys saw a gap in the beer market for a great quality organic brew; available at all their favourite drinking haunts.
Words like ‘natural, accessible, and warm’ have been bandied around freely during the creative journey – credibility and integrity are at the heart of the brand “Just tell it how it is”.
The real hero of the brand is the key asset – the Struman’s ‘S’, a uniquely crafted mark symbolic of the three mates whose vision and commitment starting a new wave of brewing in Australia. The trilogy of darts anchored to the horizon line pay homage to a quintessential publican past time, an old school activity that reflects the straight-talking attitude of the brand.