Liberty Brewing

Liberty Brewing Co. has been described as ‘one of the brightest stars in the New Zealand beer scene.’ The need for a brand and packaging refresh came when the popular craft beer brand’s owners realised that fans loved the brews, but had no idea they were created by Liberty Brewing Co. because of the subtle branding on the packaging.


The rebrand involved injecting new personality and a bigger focus on the logo into the packaging, while keeping the key aspects they felt attached to.


After many years of brushing elbows at NZ beer festival Beervana, WMC illustrator Blair Sayer was briefed by Art Director and Designer Anton Hart to craft ‘something cool and graphic’ for the new branding and packaging project.


Once they’d locked in the concept of the hero arm, Blair says that the illustrations and ideas flowed like an icy cold brew on a scorching summer’s day.


Blair’s penchant for drawing apocalyptic zombies and perky primates is well known, so it’s no surprise that his favourite illustrations were for the spooky Yakima Monster APA and fruity Jungle Juice Hazy IPA.


The project received the the Packaging trophy at the 2019 Brewers Guild of New Zealand Awards, the top prize for packaging.



Liberty Brewing Co.



Anton Hart


Brewers Guild of New Zealand Beer Awards
Packaging Trophy 2019



Blair Sayer


Mbl: +61 434 266 782


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