Cricketers Arms – Redesigning a Classic Melbourne Craft Beer
Asahi Premium Beverages approached us to develop a solution that not only addressed the brands positioning and credibility challenges, but unearthed its unique history and story; redesigning a classic.
Cricketers Arms has its heritage anchored in post-game mateship – sharing a beer after a long day in the field and embracing traditional sporting values; etiquette, camaraderie and achievement. The new Cricketers Arms masterbrand and packaging design was launched in October 2014 following an extensive 12 month brand strategy and identity design process.
To address the current challenges, Cricketers Arms’ needed to be re-branded and its position validated within the Craft Beer Category to allow for future planning and new product development. To help achieve the significant volume target goals and maintain its craft beer brand positioning, Cricketers Arms maintained lager as ‘hero’ driver while launching additional craft style variants (Pale Ale) to help build credibility and drive incremental volume.
The new identity system and packaging focuses on increasing the brands presence on shelf and adding depth to its craft credibility and positioning via the artistic creation of new iconography, the introduction of premium packaging materials and finishing and more detailed brewing narratives.
The heroic new monogram symbolises unification and togetherness – paying homage to the spirit of the brands ethos and its founding two partners. The interwoven ‘A’ and ‘C’ have been hand-crafted and are unique to the brand’s distinctive assets. The new Cricketers Arms brand and packaging delivers a visual solution that achieves stronger in-market cut-through, increased premium cues and sessionability appeal resulting in the brand delivering to its position as a more approachable, confident and quality craft beer.