23 September, 2020

Northern Rivers Marketing Agency Redesigns Packaging For Local Craft Brewery

By Charlotte White

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

The agency was delighted to be awarded the brief from Seven Mile Brewing Co. to redesign the packaging of their three core craft brews; American Pale Ale, Cali Cream and West Coast IPA.

It was an exciting opportunity for Barefuit to work with a local business who 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 9-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. He goes on to say, “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, is delighted to see his designs on bottle shop shelves. He said, “we based the design of the cans and cartons on how they would look on the shelves and in a retailer’s cooler room. 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. Both parties are thrilled with the output of this project. The Barefruit office celebrated International Beer Day with a few cases of the core range, generously donated by Seven Mile Brewing Co. Co-founder and Agency Director at Barefruit, Evan Harding, said, “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. It’s safe to say seeing our work in the hands of locals enjoying a refreshing beer is pretty rewarding.”

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