Crafting a beer brand from the
ground up

Role TBC

Brand Positioning
Brand Naming
Brand Identity
Brand Packaging
Launch Campaign Strategy
Campaign Materials
Venue & Signage Design
Print & Digital Campaign
Illustration Art Direction
Guidelines & Design Tools

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Understand / analyse

braincells and Little Creatures came together before their first brewery was even built. Back in 2001, the craft beer movement in Australia was still in its infancy. The heavily hopped Little Creatures Pale Ale was a huge departure for traditional beer drinkers, but an intriguing prospect for the adventurous beer flavour hound. As this was the launch of a new brand and new beer category, each touch point needed to bring alive the Little Creatures’ story – distinctive beers with a creative and expressive personality. 


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Little Creatures Pale Ale is an embodiment of the brand – fresh, creative and very expressive.

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Brand Promise

Open up a little


From the moment drinkers saw the naked cherub on the label, they knew they were in for something completely different. There were none of the ‘blokey’ cues traditionally associated with beer packaging or advertising. The quirkiness and creativity of the beer was reflected in the label design, packaging and advertising. 

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plan / implement

The proof of the strength of the Little Creatures brand is in its sale price; in 2012 Lion Nathan bought the company for $380 million. Little Creatures is now one of the most recognisable craft beer brands in Australia.  

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