CRAFT BEER THAT “FOLLOWS NO ONE”
Asked to create a new look for Monteith’s 150th year in brewing was no small feat. The brief was much like the brew – well rounded – needing to feel fresh yet maintain respect for its heritage; appeal to craft beer converts but be careful not to alienate the existing market; and command attention while inviting discovery.
Ultimately the new look had to creatively express the brand statement “Follow No One” with a vibrant, contemporary feel to be rolled out across all Monteith’s in-store packaging (bottles and packs) and on-premise marketing including tapware. The scope was enormous spanning the redevelopment of 20 different products and more than 50 individual pieces of packaging.
“We collaborated with Trevor Powell due to his style and sensibility, which felt like a perfect match for an iconic New Zealand brand like Monteith’s” said Stephen Cicala Creative Director, Cicala Design.
“The new brand identity and packaging has been a huge project for everyone involved. Trevor was dependable, worked quickly, submitted his artwork in formats which made it very easy to move into production and brought a lot of his own ideas, vision and details to the project.”
The initial feedback from retailers, distributors and the industry has been overwhelmingly positive.
See more of Trevor’s work here
Monteith’s Brewing Co.
2019 AGDA Awards
Finalist – Illustration for Design