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  • Monteith's Brewing Co.
    Varietal Wordmark Photography
  • A whole new range of brand photography was created to provide material for telling a wider brand story. This was used on packaging as well as marketing and promotional items. Each beer varietal had its own wordmark created in a unique way, visually formed from the New Zealand environment or found within it. The idea being that each image evokes a sense of place and time an occasion and a connection to the land. Building on the pioneering West Coast heritage.

    The use of this imagery on the 12-packs was category breaking in that it ignored traditional beer packaging practices, such as the glossy, highly spritzed product shot.
  • Project completed at Designworks
    Creative Director: Jef Wong 
    Concept development: Mike Collinge / Tana Mitchell / Michelle Dowd
    Art Direction: Mike Collinge
    Photography: Blackbox 
    Post Production: Slice