Doss Blockos Pale Lager was a trail-blazer. Created in 2010 as the first brand of East 9th Brewing, the brand epitomised Melbourne’s laneway bar culture with its street art adorned label and its iconic brown paper bag. A Pentaward Packaging Design winner, Doss Blockos connected with the hospitality industry and consumers like no other beer brand…when other brands were talking about hops and malts, Doss Blockos was talking about squatting counter-culture and creating urban myths that became legendary…
As the beer industry evolved, cans became king and Doss Blockos needed a new angle. Consumers were becoming more educated in beer styles, and it was becoming increasingly difficult to deliver volume growth on the back of a single full-time SKU. We created a new direction for the brand…one that was suitable to apply to the off-set printing methods of plate-printing on aluminium, and a look that stood out in a cluttered market that simplistically communicated beer styles…
The sales team was kitted out with trade flyers, merchandise, and a full suite of point-of-sale (POS) for on-premise and independent retail. This was all supported by ‘Drink Doss Draft’ and ‘Your New X’ campaign messages executed ATL and digital in key metro areas. Read more at Beer & Brewer Magazine here.
