Northern Rivers based marketing agency redesigns packaging for local craft brewery

23 September 2020

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Seven Mile Brewing Co.'s packaging was designed by Barefruit Marketing.

Independent, regional full-service marketing agency, Barefruit Marketing, unveils new packaging design for up-and-coming Ballina-based brewery, Seven Mile Brewing Co.

The agency was awarded the brief to redesign the packaging of the brewery's three core craft brews; American Pale Ale, Cali Cream and West Coast IPA.

The local business required help in designing cans that served both functional and brand purposes for their beers.

In the highly competitive market of craft beer brewers, distinguishing the Seven Mile Brewing Co. brand amongst competitors was intrinsic to the design of the cans and the cartons.

With Barefruit’s comprehensive in-house design capabilities, the nine-month-long project progressed without any setbacks.

Discussions began in late 2019, which were followed by thorough market and competitor analysis, concept development and final art production.

The team worked collaboratively to develop designs that overcame the challenges of Seven Mile Brewing Co.’s previous packaging design; creating individual can designs for each core beer.

This design project coincided with the design and production of Seven Mile Brewing Co.’s first ever cartons.

The brewery prides themselves on keeping their beer cold from the moment it is poured into a can and Barefruit ensured both the can and carton packaging were designed for this purpose.

“It’s really important to us that our beer is kept cold from the moment it’s poured,” says Matt, co-founder of Seven Mile Brewing Co.

“This ensures the beer’s flavours and aromas stay true to how we brew them here on site. And so, we needed packaging that would keep its integrity at cold temperatures,"

Alex Wales, Barefuit’s creative lead, says he is delighted to see his designs on bottle shop shelves.

“We based the design of the cans and cartons on how they would look on the shelves and in a retailer’s cooler room," says Wales.

"We went for a simple design, placing emphasis on the brand logo and complimenting the design with bright variant colours.”

The result of Barefruit’s and Seven Mile Brewing Co.’s collaboration is three individual can and carton designs for the core beer range. 

The Barefruit office celebrated International Beer Day with a few cases of the core range, generously donated by Seven Mile Brewing Co.

"Working with Seven Mile Brewing Co. has been a lot of fun. We worked hard to deliver a smart, functional and aesthetic design for their brand," says Barefruit co-founder and agency director Evan Harding.

"It’s safe to say seeing our work in the hands of locals enjoying a refreshing beer is pretty rewarding.”

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