We were assigned to create a brand from the ground up by 'Australia's Original Craft Brewer', Matilda Bay Brewing Co. A brand that would fit an innovative brew that was created to blur the lines between categories. A beer that could steal share-of-throat from wine and cocktails, and a brand that would attract younger, more progressive consumers and shake the shackles of the traditional ‘craft beer dude’. The result was Tainted Love (*you’ll have that song stuck in your head all day now). Made from imperfect Yarra Valley cherries that were destined for landfill, this fruit was given a second chance as part of this special brew.
Tainted Love was short-listed for a Dieline Design Award in 2024, and also won a bronze medal for design at the Australian International Beer Awards (AIBA)
