23/07/2024
Newie for project, combining 3 passions: music, design and beer! Blessed to work a job we love
Craft Instinct
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Design for the Craft Beer Community CRAFT INSTINCT IS A BRAND DEVELOPMENT AND DESIGN SERVICE SPECIALISING IN THE CRAFT BEVERAGE INDUSTRY.
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11/07/2024
Love seeing this brand on the can, and in a 12 pack too! Core range can designs for our most southern clients . Super strong brand recognition that utilises clean can design topped off with a classaaay gold lid. Mmmwaah!
04/07/2024
Red IpA out from with a play on we got some disco feels in the house tonight!
01/07/2024
It’s Territorian time! New sub-brand for looking to expand into the mainstream market with these value driven beers that Territorians will not be able to stop sipping. Designed for the Territorian climate, by Territorians
01/07/2024
Happy Territory day to all creatures great and small in the NT! It’s a day for big reveals so stay tuned….
01/07/2024
11/06/2024
Fun little diddy we did for and their friends at Ramblin Man. A Rembo take on the Ramblin Man pelican mascot....fun!
24/05/2024
Here be the darker days, so beer comes in darker ways. New one out for
23/05/2024
A delicious line up of recent limited release cans we’ve designed for the legends at
Loving how the colours work together even though they were designed at different times without meaning them to compliment each other!
16/05/2024
Changes. Big ones. 2024 is panning out to be a transformative one in all kinds of ways. Our beloved beer industry is being put through the ringer, and as a supplier to this industry, Craft Instinct has felt the crunch too. Pivoting and adapting to new challenges seems to be the day to day. As a business owner, I've had to make some hard decisions, we've had to reduce our inhouse staff to skeleton and we've just vacated our studio in Torquay transforming into a remote working agency.
Out with the old and in with the new. But we are still here, and while we are working a little differently now, we've still got clients we adore, a fantastic team and great projects to work on. It's just a little different now.
And the differences keep coming! There is a very sweet part to this post, and that is sharing that I'm pregnant, and expecting a little girl in August. This is something I've wanted for a long time and I'm absolutely thrilled. Craft Instinct will keep operating as 'normal' (whatever that means this year!) throughout the rest of 2024, with our awesome team taking care of things in the initial stages of my motherhood until I'm ready to come back as mama-boss! Told ya, changes.... big ones! 😘
14/05/2024
Do people care about your brand? Why should they? Some easy to action strategies to make them care up in the 'reads' section of the website. Hoping this is particularly helpful for folks struggling with the hospitality side of a booze brand
Do people care about your brand? Easy to action strategies to make them.
10/05/2024
It’s opening night of ! For the next 9 days 21 awesome Melbourne venues will host hard to find beers from around the globe. Heaps of fun and unique events are happening in conjunction so get around it people. Here’s a handy map to help you plan your crawls :)
06/05/2024
Get ready to whirl and twirl with Czech Czech 1, 2 Dark Lager from our friends The rhythm infused into their latest limited release brew is celebrated through our cute little Czech dancers, executed in dark earthy tones to emulate the flavours in this beer.
03/05/2024
Shining some light on this Hazy Double IPA from that uses a background texture of a light drench orange tree, subtle enough to let the typography be the hero on this limited release design
01/05/2024
Birthday beeeeer! A happy 9th Birthday to who are celebrating in a big way with this massive 10.5% triple IPA. Designed using the new limited release template which allows a simple interchange of text and visuals keeping designs sleek and functional.
29/04/2024
Returrrrn of the Frank. Frank Moses (a character from 's beloved movie 'Red' ) is back, all dressed up in the new limited release template we designed for these folks. If you are a fan of Red IPAs do not miss out on this one, an absolute cracking beer, which is why he comes back year after year.
26/04/2024
There's nothing quite like a classic West Coast IPA. Hoppy, piney, simple....we endeavoured to reflect these notions in our design for 'Kenny', latest IPA in a can from Hargreaves Hill.
05/04/2024
Fresh hop season is the best hop season!
Freshie from Ocean Reach - FRESH HOP GALAXY® PALE ALE :)
This Fresh Hop Pale Ale is brewed using Galaxy® hops by HPA, freshly picked from their farm in Victoria’s High Country. Boasting a radiant golden colour with an enticing aroma. Showcasing tropical flavours of passionfruit and peach, complemented by citrus undertones and a subtle bitterness.
We designed this label showcasing the golden nectar that squeezes out of the fresh flowers, using a metallic gold finish, MWAH!
02/04/2024
Inspired by Russian River Korben IIPA returns! take their hops seriously so if you can get your hands on some fresh tins, lucky lucky you! Also a good excuse to support these folks at this moment in time as some of you may be aware, so if you can, buy more than one, and while you’re at it, grab the rest of their core range too. Your tastebuds will love it, that’s a guarantee from us at craft instinct 😙
21/03/2024
Preservation through hydration baby! Designed this brand for .seas from start to finish and what an inspiring and aspirational brand it is. Just finding its sea legs now, Seeseas offers a convenient and planet friendly alternative to plastic bottles when you just need water. Really looking forward to seeing the impact this brand has around its local community as well as changing minds around plastic water bottles
08/03/2024
Did you know that Craft Instinct is women owned and women run? Its one of the big reasons we love to celebrate international women’s day. Cheers to all the people out there who are counting women in, investing in women and accelerating their progress. Happy IWD!
05/03/2024
An accurate summary of whats going on in our industry right now.....
More than a dozen independent breweries have been pushed to the brink of insolvency in the past 12 months.
01/03/2024
We put our thang down, we flipped it, and reversed it. It's a limited release so lucky you if you can get your hands on this double release, YUM.
🟠 FLIP IT with this East Coast IPA that's been given a down-under twist with the punchy power of Vic Secret and Eclipse hops! A tropical fruit explosion with hints of citrus and pine all wrapped up in a velvety-soft mouthfeel.
🟡 REVERSE IT with this West Coast IPA that’s been kissed by the Aussie sun through the infusion of Vic Secret and Eclipse hops! A bold, balanced blend of pine, mandarin, and zesty citrus peel, all backed up by a firm bitterness.
29/02/2024
A closer look at the illustration that makes up the pattern on the 'Flip It' and 'Reverse It' double release from Can you see the two sides to the face?
28/02/2024
Does anyone know the name for an image that works from two different directions? We don't, so researching for this project was difficult. But reckon we pulled it off. A face made up of a hop with citrus eyes that works upside-down as well as the right way up. A super fun, outrageously bold double release design for
27/02/2024
Well howdy! Second release for that uses the new limited release template. A collab between fellow Sydney-siders .
23/02/2024
MMMM she’s back baby! Blood orange sour from our friends at with the original illustration applied to our new limited release can design. Drinkability through the roof in this heat!
22/02/2024
Do you like books? We love books. Its old fashioned yes, but the feel of a book in your hand, the weight of the pages…..its just….nice. Finding inspiration off the screen is always refreshing somehow. Do you think its because looking at something that doesn’t shine light back through pixels just feels....right?
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Pint of Origin is back baby! Melbourne craft beer lovers might be feeling a loss without Good Beer Week or GABs in May this year, but #poo24 is doing its darndest to make up for it with an epic line up of venues and fun events to be announced soon. We continued the PoO world graphics, this time switching out last years plane for a flying Kombi that spreads the good word of fun times to come
Getting smashed in the desert (the mango is anyway) with Alice Springs Brewing Co . We designed their 'Smashing' sour series for the summer. A desert scene with giant fruits being smash to pieces....its how they do it in the Northern Territory
Feeling a little bit…Naughty? A collaboration between @hargreaveshill and Naught Gin has resulted in a one of a kind ‘Midnight Lager’. Dark, rich and fruity flavours are accentuated by aging this beer for a short stint in Naught Gin Sangiovese barrels. Beer, wine AND gin all in one can! For the design, we were inspired by the beautiful hand sketches used in the Naught Gin brand, and used the twisting grape vines against a rich dark back drop to represent the unique flavour of this beer.
Picture this: you're stranded in the middle of the desert, parched and craving something sweet. Suddenly, giant mangos start raining from the sky like a fruity apocalypse! That's the scene that perfectly complements this beer. I was lucky enough to crack open a can fresh off the canning line. It was like a flavor explosion in my mouth that left me speechless (and sockless, if I'm being honest, but it's Alice Springs, so most are sockless). Dare I say, it was a perfect sour.
Last beer in the core range line up for @localbrewingau is also a new addition to their offering, the Lager. This beer features all the way in which people enjoy Local beers, socialising, picnicking, foot. The vibrant colour combination reflects the juicy hop profile of the liquid. The back label features their charity partner’s logo and clearly communicating the direct impact the purchase of that beer is making.
The IPA core range can design as part of the rebrand we created for @localbrewingau This design features the next segment of the pattern design that tells the story of the brand. It features hop vines, fermenter tanks, quality control, distribution and pouring pints. Same as the XPA used the same colour scheme from the previous IPA to have some continuity for fans of the beer, so it was still recognisable on the shelf.
The new logo and icon design combined with the vibrant pattern we designed for @@localbrewingau all comes together on the core range packaging. Each of the core beers uses a different segment of the pattern, from left to right starting with XPA that shows the harvesting of wheat, water and the start of the milling and mashing brewing process. We used the same colour scheme from the previous XPA to have some continuity for fans of the beer, so it was still recognisable on the shelf.
As part of the@localbrewingau rebrand, we looked at evolving their packaging to communicate their core message at every opportunity. This meant reimagining the pattern they used across their branding in a fun and engaging way to reflect this in a more illustrative way. We worked our way through their brewing process, their partnership with SecondBite feeding those in need, as well as a diverse range of people enjoying local beers.
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