Brief
James Squire is affectionately known as Australia's original mainstream craft beer brand. With a rich history, the story of James Squire himself allowed the brand to play to this roguish charm, with each variant in the range speaking to a different facet of his intriguing life.
With an ever-growing cohort of craft brands in the market, an opportunity emerged for James Squire to be more relevant in refined occasions and carve its own path amongst premium brand beers.
Solution
James Squire is affectionately known as Australia's original mainstream craft beer brand. With a rich history, the story of James Squire himself allowed the brand to play to this roguish charm, with each variant in the range speaking to a different facet of his intriguing life.
With an ever-growing cohort of craft brands in the market, an opportunity emerged for James Squire to step up to the premium space, playing against established brands such as Asahi and Coopers.
"Pint of Lashes!"
Landor & Fitch recommended shortening the variant names to ‘Lashes’ and ‘Shackles’; in doing so it simplified the naming structure for the portfolio and took on the nickname’s consumers had already adopted for these popular variants.
Wrought by hand
Tightened and refined. As skillfully crafted as the beer, every detail of the James Squire brand was redrawn and strengthened to bring confidence and presence.
The Signature was given a newfound clarity enabling it to play a more prominent role on the bottle and carton packaging and keep its integrity better at small sizes.
Redrawn by hand, the Malt shovels have been given a dimension and a crafted quality that is bold, textural and magnetic.
Illustrating his story
Illustration plays a pivotal role in telling the stories of a truly unbelievable life, from highway robber to convict and on to successful entrepreneur.
We worked with illustrator Lloyd Stratton on a tapestry of illustrations that depicted all the moments in James Squire's unconventional journey that added to the character of the brand we see today.
