Copywriting & Tone of Voice
Website Design & Development
Photography & Art Direction
Animation & Video Creation
A crisp and refreshing premium lager capturing the spirit of adventure.
The Southern Alps are found in a region in New Zealand’s South Island — known for its vast ranges, icy glaciers & lakes, and home to the country’s best ski fields.
Informed by terrain maps, where the ‘double diamond’ motif is used to denote expert-level off-piste trails, we developed the Southern Alps Brewing Co. brand and packaging experience around the proposition of ‘Live Off-piste’.
The diamonds become the central brand asset and are explored in various ways. For outer box packaging, an abstract mountain and glacial landscape is created through the use of gradients and reflections. On the bottle, the diamonds are used in a more reductive iconic form, evoking the premium cues of the lager. By printing on clear labels, the purity of the beer's ingredients and origin is emphasized.
In comms, the diamond device is used as a portal into a world of adventure, layered with video and stills.
A fresh colour palette of ultramarine blue and white are used as the primary brand colours to symbolise a bluebird day on the slopes. These colours are also functional; The blue for the standard Alpine Lager, the white for the Low Carb variant.
SABC lager is made with NZ’s finest hops and malts, and this purity messaging is taken through comms, directly linking the beer to its natural outdoor environments.
Drink Lager, Save kea.
The Kea is the world’s only alpine parrot and is only found in the Southern Alps of New Zealand. Worryingly, their numbers are dwindling, and they are now an endangered species. We developed the initiative ‘Drink Lager, Save Kea’, whereby a percentage of profits are donated to the Kea Conservation Trust.