Designing a New Beer for a Younger Crowd

Anthem worked with one of Australia’s top brewers to develop a new brand that resonates with a younger target audience.

Tasmania’s J. Boag & Son is one of Australia’s most celebrated premium brewers. Wishing to leverage its reputation and expand its targeted audience, Boag’s asked Anthem to help launch a new beer aimed at young adults. The new brew’s light color and citrus flavor have a more refreshing style that appeals to a younger palate. Anthem’s challenge was to create a corresponding brand and packaging to attract this notoriously fickle market.

The final name and illustration were derived from a motif of St. George slaying the dragon, first used by the brewery in 1881. Using metallic inks and slim-line bottles, the new packaging blends traditional beer cues with a more contemporary look and feel. Anthem also designed a cluster carry pack to reflect the brand’s selective premium positioning. The brand development and packaging design contributed to launch sales exceeding what was forecasted by 155%.