Goldfields Brewery
Client: Goldfields Brewery
Project: Brand Identity, Packaging
Sector: Craft Brewing
The Objective
The Goldfields Brewery is the first and only artisan brewery in Southern Cross, Western Australia. Dovetail Brand Engagement were asked to create a unique brand identity to position the new craft brewery as a leading brand in a highly competitive and saturated brewery market.
The brewery is situated within the CLUB Hotel in Southern Cross, a historic gold mining town founded in 1888. Nestled close to the vast wheat belt the new beer brand needs to embody the rich community spirit of the area with the goal of becoming the must-see tourist attraction and drawcard for visitors to the Yilgarn region.
The Solution
The brewery branding and narrative needed to bring something unique to differentiate itself from the hotel, but also and more importantly to differentiate from other more established and recognised national breweries.
Key brewery brand inclusions:
Reflect strong heritage links to the surrounding wheatbelt and the rich gold mining history of the town
Be fun, a little bit naughty to engage locals and travellers alike
Stand out in saturated national and international brewery market
Be ‘own-able’ from a domain name and social url and trademarking perspective.
After an exhaustive name search (locally and internationally), where dozens of potentially winning names failed the all important domain name and trademark test, there was only one clear winner that ticked all the boxes; one that we were amazed had not been taken with any URL conflicts. And so the Goldfields Brewery was forged. “Goldfields” has the power to unite the whole of the Yilgarn region community not just Southern Cross, with the potential (if successful longterm) to transfer to other gold mining regions like Ballarat in Victoria, or the Pilbara in northern WA.
But it’s not very often you will ask for a pint of Goldfields, so we needed a clever family of brand names to define each of the uniquely brewed beers, designed to be enjoyed in the extreme hot and cold climates of Southern Cross.
Dovetail created “eight” individual beer and cider variant names (or characters) each supported by its own colourful palette and brand narrative to reflect the style of beer and the region in a fun and contemporary way. Names like Pipeline, Stage Coach and Black Stump pay homage to the history of the region whereas Lil’Rippah, Sticky Beak, Wild Cider and Cooee embody the Australian larrikin spirit and even sound fun as spoken across the bar.
A clear brand structure and easy to read, memorable labelling will allow for easy adoption to the brewery producing stubbies, cans, cartons for bottle shops and merchandise.
“Amazing work. Our brand is a work of art!
👍👍👍”
Dovetail Brand Engagement are a dynamic branding agency based in Melbourne and Perth, who are also experts in Human Resources. They combine and align the power of both “brand and culture” to transform Australian & International businesses to the next level. If you would like to find out more about how we could “redefine your brand” please click here.