Brewery | Wellington

Te Aro’s brand mission is to brew awesome beer. keep it simple, and capture the character of the brewery. A small Wellington Brewery, Te Aro wanted to stand up and be noticed. Making a brilliant beer wasn’t enough. They need a point of difference, a statement to their audience they had arrived.

Working alongside the key stakeholders, Tribal looked at the craft beer industry across several fronts. From visual identities, product packaging and company presentation, and brand stories, the competition was explored to see where the brand gap appeared.

With that clarity in place, the new brand took shape. Clean, simple and crisp, like the beer, the identity and its story harked back to the past. Strong graphics, colours and fonts convey a brand that is established, credible and old school. Playing on the subliminal shapes and clean fonts the packaging organically took shape.

Taking this forward, product labelling and packing followed suit. Each beer has it’s own unique name and colour, thematically themed they stand together as a range of craft beers to pop off the shelf and stand out in the fridge.

Relaunched at Beervana with a record turnover for the event Te Aro has taken its place amongst New Zealand craft beers, and now competes on an equal footing.

This project included research, strategy, content creation, business collateral, product branding and packaging, websites, trade displays, advertising, signage and site/interior design and creative, as well as ongoing marketing support.