Byron Bay has a unique and easy-going spirit. So when it comes to sharing this with the rest of Australia, how do you capture its effortless vibe in a meaningful way? By re-connecting with the locals and being a brand by them, for them.
The roots of the Byron Bay Brewery lie in the Old Arts Factory—a venue renowned for music firsts and experimentation. It was once home to Bluesfest and has seen some iconic acts including The Ramones, The Violent Femmes, Eric Burdon, Charlie Musselwaite, Phil Manning, Canned Heat, The Pogues, Paladins, Crowded House, and Paul Kelly.
In 2016, Lion purchased this iconic spot to create The Byron Bay Brewery brand and music venue. This was a sensitive acquisition in a community that values independence and supports local. A rebrand soon followed, however it failed to capture the essence of Byron Bay nor did it drive intended growth.
Co‑Partnership were engaged in development of the new brand positioning to capture the essence of Byron Bay: where the locals chill out to tune in. Partnering with local fashion and lifestyle brand, Thrills, we created the vivid visual identity and sunny, flexible aesthetic directive that taps into the area’s cruisy spirit.
Our first priority was to deliver what was the brewery’s favourite seasonal beer: a premium easy-drinking lager made for long, hot days outside. We followed this up with a redesign of the Hazy Lager cans and their full range of craft beer taps.
In true Byron style, this was a collaborative process that brought together a mash-up of influences, ideas and expertise. Carving out an authentic space in the beer category, Byron Bay Brewery really is created by locals, for locals and now, the rest of Australia can taste that too.