TELLING A STORY IN EVERY BREW
Emerson’s is the brain child and labour of love of Richard Emerson, a New Zealand Dunedin boy who had a dream. During his European travels in the 80’s this vision was clearly stated in a postcard to his Grandma. Today Emerson’s is an award winning brewery that in 2012 was bought out by Lion and that is Richard’s dream come true.
Luke Johnson from BrandAid came to us wanting to update the labels across Emerson’s 16-product beer range. The client felt the range needed an evolution that could communicate Emerson’s as an iconic craft beer, maintain an element of class and pay homage to the brand’s journey so far. The brief was also clear that each brew needed to have its own character with a hint of humour for good measure.
Armed with a sound knowledge of Emerson’s beer brands, no doubt aided by his own personal interest in home-brewing, senior illustrator Blair Sayer was the perfect choice to help develop the brand’s refreshed look and feel. Over a 12-month period Blair delivered a set of finely crafted black and white character illustrations that employ a modern etching style.
The outstanding new label packaging extends across six brews in the Year Round range, five Seasonals, three Vintage, and two for the Limited Release. The work evolves the Emerson’s brand with a distinct tone of voice and personality enhancing its brand identity and strengthening its communications. Additionally, Watermark Creative’s animator Dave Way has brought to life a number of the beer labels for Emerson’s website. Today, Emerson’s can proudly take its rightful position as one of New Zealand’s brewing success stories.
See more of Blair’s work here
New Zealand Brewer’s Guild Award – Highest award for packaging – Best in show trophy