Site 7 Brewing

I was asked to develop a brand identity for an up-and-coming micro brewery in Sydney. The client came to me with a dream. They had a passion for homebrewing, and had just invested in a brand new fridge and brewing equipment. This was a special moment for them, as they'd never had any brand new gear before and they wanted something special to show it off with. This brand was based on a flicker of a dream, and I was given full creative control, so this was the perfect opportunity to have some fun. 

The client was starting everything from scratch and needed a logo, beer product names and individual beer-tap designs to fit their very specific and unusual tap shapes. This presented an additional challenge as they are best described as tall, narrow trapezoidal shapes that are not very large, so this reduced the size of the canvas when compared to standard beer tap decals. However, I took this as a challenge as a way of testing my skills in conveying a clear product identity in a small amount of space. 

The client only had one demand when it came to the design, that the brand was built around and celebrated his much loved once-a-year beach camping holiday on the South Coast of New South Wales, Australia.

Site 7 Brewing was designed to reflect the client's favourite aspects of their holiday, so at the core of the branding is nostalgia and beachside relaxation. This was worked into the brand's overall design language with everything from product names, to colours, to each product's individual designs. The logo itself is designed from a silhouette of the client's personal camping tent, adding a personal touch that reminds them of their favourite time of year every time they see it. 

Each of the beverages that Site 7 Brewing produce were given their own individual design to make each offering stand out from the next, designated with its own background pattern, colours, beach camping related name and typeface. Each design stays consistent with the Site 7 Brewing logo centred at the top of the tap, and the product's name badge just below the centre in alignment, ensuring that when the taps are lined up next to each other they stays visible and consistent across the bar. 

The brand's three core colours are representative of the Aussie beach, aptly named Ocean Blue, Sea Foam and Sand. These three colours tell a relatable story to all Australians of our beautiful coastlines, and create an instant recognition for the brand's beachy identity.

Personal is the message that Site 7 Brewing wants to send to anyone who has the pleasure of enjoying one of their beverages. The brand is personal to the client and their family, and they want it to feel personal to the drinker as well. They are drinks to be enjoyed with your favourite people. 

As a gift to the client to add a special touch to their emerging and exciting dream, a series of beer can mockups were designed and delivered as a first-look at what their dream could look like one day. It's also a reminder to never give up on what you want, and that their brand is dynamic in nature and can have a real footing in the Australian alcoholic beverage market. The mockup files were a generous gift from DarkroomAU, check them out HERE.