Lion needed to develop a brand strategy for their fledgling 'Malt Shovel Taphouse' venue concept. the exisiting brand lacked depth and wasn't ready for a national roll-out. with 12+ beers on tap per venue, there was also an eduction requirement for an unsuspecting public.
As creative strategist and art director at the eatery, I led an immersion phase which included site visits to craft beer venues across multiple states. a series of collaborative workshops followed, culminating in the formation of a distinctly relevant and creative brand platform.
the brand's key drivers were identified as flavour and discovery, leading to the platform of ‘EXBEERIENCE’, where passion and knowledge are shared with a uniquely Malt Shovel tone of voice.
We divided the product range into three ascending categories, bringing them to life with heritage infused illustrations and typography. These key visuals were used to create a unique ecosystem which engaged consumers, clarified product hierarchy and encouraged ongoing purchases.
We also created a hero mural for each venue, speaking to the unique history and culture of each locale.
