Thorny Devil Brewery

The Devil is in the Detail

What design studio doesn’t love re branding a micro brewery, hey?

The emerging Thorny Devil Brewery is located in really lovely bushland just South of Mandurah in the area known as Herron, a short stroll from the stromatolites in the nearby estuary, and very close to Mandurah’s hidden “Giants ".

Our client, Pete, had made the tree change from corporate law to chief brewer, CEO, marketing manager and general driving force behind the brewery. He was now ready to go to the next level with the product, location, merchandise, website and other major brand assets. The brand mark was done when he first started the business and our assessment was that it didn’t quite capture the bold essence of the name and venture. With a name like THORNY DEVIL we had a nice base to work from. 

The Brief

Mindful of the early brand which had been out there for quite a while, we set about keeping enough of the old design shape and colours to be recognised while completely re illustrating the Thorny character and adding some gutsy type, all set in a new thorny frame. Once the Logo was finished we were able to apply it to signage on the new brewery venue entry statement and interior, staff uniforms, beer coasters, merchandise, packaging and point of sale for the delicious varieties of Thorny beer.

Along with the new branding we were also charged with creating a new website that embraced the quirky brand values but also served as an efficient information and sales platform.

Throughout the entire suite of marketing assets we have maintained a cheeky tone of voice that reflects the slightly Aussie larrikin nature of the venue and product.

We have also embraced and reinforced the brand with cool T-shirts that say "Flat out like a lizard drinking", in store bottle shop point of sale posters that read “Speak of the Devil", a loyalty program for regular buyers named “The Devils advocates" and other Devilishly good marketing aides that hammer home the brand identity and allow it to shout out in a crowded market.

The Thorny Devil brand now takes its place among Western Australia’s best with the new location proving to be a fast growing destination for the thirsty traveller and locals alike. Visit their new website here.

Drop in for some of their excellent Texas style smoked delicacies or just relax on the lawn under the shade of a gum tree and taste a few beers. The outdoor garden is big and family friendly.

If you end up leaving with a box of beer under your arm, tell them the Devil made you do it!

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