Description:

2021 marked a decade since the inception of our agency. A year full of Covid-19 restrictions and endless lockdowns meant a physical celebration was off the cards. Instead, we put our heads together and dreamt up an alternative way of celebrating with those that had been part of our journey in a shareable, “bubble appropriate” fashion that felt distinctly us.

We landed on a concept that unites us (and our clients, suppliers, friends and family) on a frequent basis - a good drop. A 10 pack of unique beers, each representing a different year of our journey. We allocated years 1 through 10 to each member of our team, and briefed them to create a brand of their own for their beer.

It was key to get everyone in the agency involved; account services, developers and designers. The brief was open to interpretation with the only catch being that it needed to be black and white and it had to include the number they were given. This gave everyone an opportunity to flex their creative muscle and produce a piece of art that felt truly unique to them.

Taking the personalisation of our beers to the next level, we collaborated with Deep Creek Brewery, who in between international orders kindly produced a small run of craft beer flavours for us. Complete with tasting notes, the team chose their own flavours that represented them and their design. Deep Creek also sourced matte black cans and lids to complement our look, no small feat when there is a global aluminium shortage! When it came time to run the production, we hi-jacked their production line to fill, label and pack on the spot, something that is not easily done for such a small & specialised run.

To top it all off, we knew we needed a killer box that was just as unique as the beers inside of it. We needed to reimagine how beers could be contained. Our considerations were to develop a packaging solution that was rigid enough to hold the cans, clever enough to display them in all their glory, and structurally sound to get them safely to our giftees. The answer came in the form of a custom matte black box and external sleeve with a special rip tab mechanism, that held everything together until the recipient opened their package, at which point our beers and their designs were revealed in one swift action.

The end result was an amazing gift that is unique in almost every aspect, commemorating the milestone we reached and giving thanks to the people that helped get us there; staff, clients, friends and family. Cheers!