James Squire was Australia’s first brewer, known as a charming rogue of the first fleet who brewed his way to freedom.
Our task was to help the brand evolve their portfolio and tell a new chapter in their story.
Broken Shackles Lager is inspired by the good fortune of Squire’s convict past. Shifting the narrative from conviction to freedom to tell the tale of a misfit convict who brewed his way to brighter days.
The result; a product and pack as characterful as it is refreshing.