A grassroots beer with a brand to match.
Drink West started as a Western Sydney lager, founded by two local UFC fighters. It had a beer and a lot of local pride, and we prepared the brand for market, creating everything for the launch: the can design, the packaging, the merchandise and the content.
Black & Gold, the budget supermarket label that Western Sydney knows well, influenced both the logo and the packaging design. The joke sits on the can itself: “When you grow up on black and gold, you never forget those colours.”
The tagline was “The beer from out here”, and the voice was short and loud wherever it appeared, from the can to the merchandise and the launch posts.
A brand guidelines document holds typography, colour and logo rules together, so each new piece looks like it came from the same crew.
Drink West has one look, from the can to the merchandise.
We no longer work with Drink West, and we are proud that our branding work is still a strong part of its appeal.
