Better Beer

Better Beer Packaging

Australia's biggest beer launch in 2021, Better Beer is the product of a joint partnership between social media influencers The Inspired Unemployed and Mighty Craft’s Torquay Beverage Company.

Overview

Fluid was approached to bring to life the Better Beer brand assets across all touchpoints for the brand including future-proofing the range portfolio for potential extensions.

The project scope included packaging, marketing material and creating a tone of voice to complement the comedic repertoire of the Inspired Unemployed. Fluid developed a secondary visual language built on the distinctive packaging assets for point of sale (POS) collateral and designed an e-commerce website. Fluid created a set of design rules that informed a complete brand architecture, empowering Better Beer to expand its portfolio in the future effectively. The first extension was a ginger beer launching in early 2022.

Better Beer was a runaway success, selling out in retailers across the country. It was the most successful new brand beer launch for 2021 with a predicted 3 million litres to be sold in 2022. Better Beer also secured a top 10 spot in the GABs awards after less than 3 months on the shelves.