Description:

Carbon Six brewery, founded by two Brazilians, one a scientist and the other an experienced brewer, on the sunny coast of Queensland, had a unique story to tell. A dynamic and adventurous brewery, making beers crafted with utmost precision and creative artistry to deliver an innovative drinking experience – all inspired by a Brazilian attitude to live big and bold.

Looking to target a discerning craft beer audience, Carbon Six engaged The Edison Agency to design a unique and bold brand narrative, and visual identity system that they could genuinely ‘own’. One that would reflect the bold and energetic vision of the product and founders. The Australian craft beer market is highly congested, so being able to find ‘white space’ that cuts through is difficult. And with such a large volume of breweries competing for a small slice of shelf space, breweries need to also consider their digital presence as a channel to bypass retailers and find a direct line of sales with an engaged audience.

The Carbon Six branding project was also commenced during the build of the actual brewery itself without a tangible product in hand. Meaning that uncovering and realising the founders’ vision was instrumental in establishing an effective design solution.

OUR APPROACH

Carbon Six’s name is inspired by the molecular process of fermentation, where carbon atoms break down into six individual molecules. This link to the chemistry and scientific elements of the brewing process was a vital narrative arc that reflected the founders’ experience across biochemistry and attitude towards how the intricate detail can affect a beer’s outcome.

Drawing from the cultural creativity and bold attitudes of its Brazilian founders, this sense of artistic purpose fused with the scientific precision behind Carbon Six’s beer-making process became the foundational story that would shape the brand solution – art meets science in every drop.

DESIGN OUTCOMES

Our design solution draws inspiration from Brazilian Brutalism via bold, fluid and colourful motions – contrasted against a clean and minimalist backdrop. This juxtaposition of loud vs quiet conveys a fusion of creativity and scientific precision – the core of what Carbon Six represents. The ‘six’ of Carbon Six became its own distinctive brand asset, acting as a beacon of bold beer crafting and a shorthand to the brand experience. The wider visual language incorporates grid lines that reflect the molecular atomic table, and exact measurements that underpin every beer Carbon Six produces. Delivering a design system that:
• Uncovers and communicates a genuine reason to consider Carbon Six
• Reflects the quality and flavour credentials of the product
• Ensures strong shelf presence that disrupts category norms
• Will be highly impactful across digital channels
• Allow for future collaborations and portfolio growth