Project Description

Furphy Refreshing Ale

UNDERSTAND / ANALYSE

In 2013 Little Creatures expanded operations to Geelong. In recognition of their new second home, they wanted to create a beer for the local community that was 100% Victorian sourced and brewed. It would be an easy-drinking ale that introduced mainstream beer drinkers to the full flavoured world of Little Creatures.

POSITION

Little Creatures has always had a strong sense of place. Their iconic Pale Ale was entwined with Fremantle, where it was first brewed and embraced. It was important that their debut east coast offering, Furphy, create pride in a Geelong born and bred beer.

BRAND PROMISE

Local flavour

IDEATE

The brand name pays tribute to J. Furphy & Sons, the Victorian company that makes the beer tanks for Little Creatures’ breweries. During WWI, soldiers would gather around Furphy water tanks to swap stories and rumours. The stories would become embellished with every re-telling until eventually they became a furphy. True story.