Wayward Brewing Co. Rebrand and Launch
120% year-on-year revenue growth in the first six months
Multiple industry awards
– Brand Strategy
– Visual Identity
– Verbal Identity
– Illustration Direction
– Photo & Video Direction
– Production Management
– Digital Design
– Print Design
– Packaging Design
– Social Media
– Campaign Strategy & Execution
– In-store Marketing
The Opportunity
Our branding wasn't telling the company's real story and looked dated. A planned product format change gave me the moment to fix both at once.
The Approach
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Found the story — drew inspiration from the Founder's path to creating Wayward to ground the new brand in something real
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Researched competitors – and did the opposite, running from the idea that each product should only have a logo in common, and instead creating a cohesive looking core range that owned shelf space.
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Designed and directed — created the strategy, concept and art myself, briefed a freelance illustrator closely on the details
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Built for every channel — trade materials for retail, photography for socials, launch campaign material, website, merchandise
The Result
120% revenue growth and multiple industry awards, including a Global Platinum award at the CMBAs.
Over coffee, I'd tell you...
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The whole look was inspired by the Wayward taproom — in particular the vintage travel posters on the walls
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I sketched every illustration myself before handing direction to the freelance illustrator
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I stood on the production floor as the first run came off the line, adjusting plates until every colour was exactly right
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A lot of breweries eventually followed suit, each creating unified core range designs
