Ten Men
Brewing Co.

Craft Beer
2018 — Identity & Packaging

The premise behind Ten Men was to broaden the craft beer market by offering a relaxed and mischievous product, playing on the hooliganism that is often associated with Australian drinking culture.

Embarking on the packaging design required a blend of playful creativity, storytelling and attention to detail.  Our goal was to create packaging that not only championed the product but also communicated the unique identity and story of the brand to potential consumers.

Ten Men aimed to counter the trendy ethos that dominates the current craft beer environment, targeting the working class who may not ordinarily buy craft beer.

Ultimately, the Ten Men packaging design captured the essence of the brand, celebrating mateship, craftsmanship and the joy of sharing a well-brewed beer.