Modus Operandi launched onto the Australian craft beer scene in winning style, scooping more trophies at the Australian Craft Beer Awards than any other brewery in 2014 – after only three months of operation.
With incredible beer and a burgeoning cult following, the brand needed to better reflect their existence and equip themselves with the branding needs for fast growth.
Our approach was to shake up the craft beer category and move away from the expected visual language of the scene, celebrating the freshness and innovation of their way of brewing. Their core belief of ‘Beer first, no shortcuts’ inspired the confident, continuous line of the MO brand, a mark that goes the long way round from start to finish. It’s a singular statement, a method diagram, a cult symbol for a brewery defining the future of beer. To keep in line with their public brewery environment in Sydney’s Northern Beaches, raw materials were used across all touch points; stainless steel, timber, uncoated kraft stocks, screen printing and heat branded wood.
This approach was also practical, by having common tap badges and retail cans, we gave Modus the flexibility to change out their limited edition beer styles using interchangeable labels. When a bar receives a new beer, rather than manufacturing another tap badge, Modus simply send a new sticker to be applied over an existing base. Innovations like this mean the brand can keep up with the pace of products, whilst managing production costs for the brewery.