Open Byron.
Born in the heart of Byron Bay, Byron Bay Premium Lager is a refreshing, easy drinking beer that connects you to the distinct energy of the town. There’s a unique energy to Byron – it’s a place where art, music and surf culture collide, where counter culture is celebrated, and where people from all walks of life are welcome.
Task:
Byron Bay Premium Larger was a drink enjoyed by locals but unknown in the rest of the country. The brand was rooted locally in the music scene and needed a refresh, along with a relaunch campaign, to better reflect the wide array or creative outlets in this place as well as the unique energy of Byron.
Approach:
We implemented a complete brand overhaul from typography to brand colours, art direction and all social and event touch points. We then created a film and outdoor campaign that captured that unique energy of Byron and highlighted the way the locals surf, skate and create.
Scope:
Art Direction, TV Commercial, Out of Home Campaign, Social Campaign, Brand Guidelines.
We worked with director Sam Kristofski to shoot the commercial and OOH stills imagery all on film. This helped reflect the laid back lifestyle in Byron and create a point of difference between BBB and other competitor brands out there.
The OOH campaign was launched in Nov 2019 and ran in dozens of cities all across Australia. Since then, the same campaign has been run year on year due to its original success.
We created extensive brand guidelines, print and digital, for BBB to use internally and with their many partners. These were used for further campaigns and a myriad of events all across NSW.
After the main campaign ran, we needed to create more imagery for the brand to use. We worked with local photographer Trevor King to capture a library of imagery on location that best represented the energy of Byron.
When Covid hit, we worked alongside BBB and director Stefan Hunt to create a series of creative and entertaining lessons from Byron locals. These covered topics like painting, song writing and designing bad tattoos.
