UNDERSTAND / ANALYSE
The Cassels family had always brewed beer for themselves. In 2009, they took their passion public and started commercial brewing with a custom-built 200-litre wood fired brewery, housed within a former tannery in Christchurch, New Zealand.
In 2016, they decided to expand from being a tap-only brand into packaged beer. To aid expansion into the Chinese market, unusual bottle sizes were selected that all feature the lucky number 8 (888 ml, 518 ml and 328 ml). Impressed by braincells’ packaging design work, they asked us to refine their logo and develop labels and packaging for their new bottled beer.