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.