Purple Hazy IPA | FFC x Pirate Life

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Purple Hazy Beer

Pale Ale Beer | Fremantle Football Club x Pirate Life

Crafted in collaboration with the Fremantle Football Club in support of the annual Purple Haze game, this hazy pale is packed with juicy fruit characters.

Malted barley, wheat, and oats supply the foundation, with Aussie, NZ and US hops joining forces to get the job done.

It pours sunny yellow with a gentle haze. Expect aromas of tinned fruit and strawberries. To drink, it’s clean and refreshing, with well-integrated bitterness, and a fruity finish.

Breaking down the branding

The lockup was inspired by Fremantle's iconic cheersquad 'Go Freo' signage, which has been at nearly every game since its inception. This signage is instantly recognizable to every fan and was perfect for displaying on the front of the can, creating a seamless look on shelves. The flags above the lockup frame this text while representing the rest of the cheersquad.

The checkered yellow and purple pattern on either side of the can represents our giant checkered flag, which is waved in the stands every week. It's hoisted for every goal Fremantle kicks and felt perfect to symbolize all the achievements from Fremantle's partnership with the Starlight Foundation.

At the rim of the can is a star and chevron lining. The star is worn on the jumpers in our Purple Haze game, above the chevrons, which are the main design of the home jumpers.

We strayed from the Starlight look and feel, focusing instead on Fremantle's branding, to ensure the can represented the fans who rally behind the Purple Haze game every year.

Cans & Packaging

The anodised can texture glimmers in the light, adding a magical look and feel to the Purple Haze & Starlight magic. Additionally, with a limited palette of six colors (including the mandatory white, red, and black), we used the natural silver color of the can to create hierarchy, depth, and dimension in certain areas.

The can face was then repurposed across the box and tap decals for a consistent look.

Launching of the product

Letting the taste do the talking

As an extension of the can's launch, we served it as an exclusive opportunity for the first taste, at a game day, inside Pirate Life's Pavilion space at Optus Stadium. Premium and corporate customers could opt to try the beer, instead of their traditional on-tap beer selection - and they loved it!

The game was also the Starlight Purple Haze game, adding a further element to an already special game that celebrates Fremantle & Starlights long-standing affiliation.The game was also the Starlight Purple Haze game, adding a further element to an already special game that celebrates Fremantle & Starlights long-standing affiliation.