Australian Brewing Company

Designer: Mattia Michini
Project Type: Concept
Location: Teramo, Italy
Packaging Contents: Beer

Brand design for a new brewing company & tap room based in Australia.

Its target market are blue collar workers who live nearby so I decided to focus on an industrial look & feel, but I kept the design modern and young for when the brand will be available in other big cities for a more commercial public. I based the label design on the Australian aboriginal magic, with the 5 more common magic abilities: the love magic, the healing ability, the sight (of people’s dreams and thoughts), the rain making and the walking on fire. For each of this magic abilities I designed a symbol, used in the correspondent label but also on shirts, posters etc as a branding asset.

The owner of the brewing company decided to follow a different style for the branding: the following images are just concept designs not related to the actual brand’s identity.