Award winning Kiwi brew DB Draught was looking for a fresh direction that would position it at the forefront of consumers' minds.
Designworks developed an identity that would pay homage to the brand’s 80 year heritage but still remain relevant to today’s consumers. The driving idea behind the rebrand was to bring emphasis back to DB Draught as "the beer that built New Zealand". Whilst the previous design had the iconic Clydesdales as somewhat of an afterthought the new direction required bringing back the iconic Clydesdale horses as a central part of the design. The new look highlights the brand’s uniquely kiwi values of strength, honesty and hard work expressed in a modern way. Drawing its cues from the horses' character - the resulting aesthetic is very bold, black and steely – an approach that is true to the brand's icons and history.
As part of the re-launch, new labels, packaging, signage and glassware were developed. A special livery was also designed for a B-Train (two-trailer truck) to give the brand a moving presence while delivering beer in the South Island. Featured as the centre pull-out in the March issue of New Zealand Truck and Driver, the new design seems to be hitting the mark.
Jef Wong - Creative Director
Anzac Tasker - Design
Max Thompson - Illustrator