ParrotDog is a Wellington Craft Beer Brewery that came to us with a brief to rebrand and realign their Limited Release beers.
We developed something unique that would sit alongside their core range as a premium offering.
New Zealand native flora was a nice fit. Plants create the perfect link to a beer style that already works to celebrate a plant species. The series would be a celebration of the wondrous diversity of plant life in Aotearoa by way of one incredibly versatile imported crop — humulus lupulus — and the many varieties of Indian Pale Ale it has inspired.
We commissioned artist Nick Blazey to paint classical botanical style 'specimen' illustrations that would focus on an identifying feature of the plant. The range although a 'series' would be marketed and sold individually so each needed to have a strong identity and personality in itself as well as belonging to the family of IPAs.
We also produced a 'guidebook' prospectus and social media elements for their equity funding campaign. As a result ParrotDog raised 2 Million in just 2 days. Enough said.