Hobart Brewing Co. – Packaging Refresh
When Hobart Brewing Co had to leave the Red Shed on Hobart's waterfront, its home since 2015, the brand needed more than a new address. It needed packaging that carried the building's spirit with it.
The refresh set out to give the cans more personality while keeping a link to the Red Shed, the iconic building that had defined the brand for so long. Gritty, raw and rugged, the Red Shed became the design's inspiration. Aged woodgrain texture from the site was reworked to represent moving water, creating a surface for the brand's iconic boat logo to sit on.
It's a simple twist that preserves the brand's DNA while adding the extra grit it was after.
When Hobart Brewing Co had to leave the Red Shed on Hobart's waterfront, its home since 2015, the brand needed more than a new address. It needed packaging that carried the building's spirit with it.
The refresh set out to give the cans more personality while keeping a link to the Red Shed, the iconic building that had defined the brand for so long. Gritty, raw and rugged, the Red Shed became the design's inspiration. Aged woodgrain texture from the site was reworked to represent moving water, creating a surface for the brand's iconic boat logo to sit on.
It's a simple twist that preserves the brand's DNA while adding the extra grit it was after.
Role: Creative Direction & Design
Photography: Nick Devereux
Hobart Brewing Co.
A local beer made by locals, for locals. Newly relocated on Argyle Street.
Hobartbrewingco.com.au
A local beer made by locals, for locals. Newly relocated on Argyle Street.
Hobartbrewingco.com.au
