Pulse Property Group
Repositioning an established property business to drive growth in a competitive market.
We were already in love with the personality filled Feral branding, not to mention their amazing beer, so when they approached us to help them define who they are, tell their story and reach their ever expanding national audience, we were drunk with excitement.
We started our relationship by speaking to everyone across diverse parts of the business, listening intently and learning about the individual roles, challenges and motivations of their crew. We spoke to everyone; people in the brewery, in the brewpub restaurant and on-the-road. We also sent surveys to their customers to gain further insight. Slowly we began to recognise the underlying truths and common themes.
Working collaboratively through an intensive front-end discovery process and workshop, we were able to define who they are, what they believe in and paint a picture of where they are heading as one of Australia’s leading breweries.
We then got to work interpreting these beliefs into a characterful brand narrative that felt like a natural extension of everything they’ve been to date. Importantly, we also recognised that this wasn’t about repositioning their brand, but rather expanding and enriching their story.
Once their brand had been defined, we were tasked with reaching their audience, so doing what we do best, we started developing a digital presence that was as unique and hard hitting as their brewing styles.
We created a website that brings the brand to life, tells their story and allows their identity to break free of the beer labels in a creative and interactive way. It also needed to represent and organise their expanding beer range and allow people to find local stockists.
It also need to serve visitors to the Swan Valley brewpub, allowing them to make reservations and learn more about their restaurant, tasting room and beer garden.
Importantly we needed to create a website that worked well on mobile and complemented their active social media presence.
Not everyone is online and so we also created a zine-style paper brochure, heavily referencing independent street-rag, that felt more in keeping with Feral brand than a glossy leaflet.
We worked tirelessly with Feral crew to make updates their existing year-round packaging, including a new can design for Sly Fox session ale that would be rolled out for summer.
Additionally they were looking to introduce two new beers into the product mix that sat outside the year-round range, but didn’t fit their Brewpub Series either. We were called on to help structure and design graphical guidelines that organised their growing list of regularly available beers.
The outlier in this product line-up being the introduction of Perth Local, which isn’t only limited to Perth in terms of distribution, but was Feral’s first packaged lager. From day one this concept beer was about treating the lager style with the care and respect it deserves, reclaiming it from the mainstream breweries that have commoditised the style and bastardised it’s intended flavour.
Our role was to create a label for the beer that would sit comfortably on ice at the summer BBQ, proudly in the hands of festival goers and transcend demographics in terms of its minimal and timeless appearance. This is proper lager for the people of Perth, the best bloody city in the world.
When I visited Paso Robles, California I really liked the idea of making beer just for the local area… a bit like an old brewery would have made beer for the local village, I guess.