‘REDUCING THE IMPACT OF THE SIX PACK’

BEHIND THE BRAND/DESIGN

As a lover of craft beer, I have found the market to be saturated with an overwhelming variety of brands, flavours, and confused labelling. It’s often hard to determine the beer style and brewery information from the garish labelling and quirky, often irrelevant naming. I wanted to rectify these issues by designing my own can labels, branding and conceptual brewing philosophy. I aimed to create a clean and no-nonsense product with a unique flavour palate. I believe that a simple design can still be in keeping with the fun nature of craft beer. I have designed my packaging to be legible, recognisable and visible on bottle shop shelves packed with myriad other beer brands.

 

Lots of breweries lack consideration of sustainability, I wanted this to be an important factor in my brand and its philosophy. Given my concept brewery’s emphasis on environmentalism, my can label design has its origins in natural waterways and the colours reflect those of coral. Images of rivers, reefs and other waterways were manipulated and stylised to form the background of my can labels. Each beer label design is clearly related to the others in the HopShop series making it easier for consumers to recognise, buy and enjoy a variety of HopShop beverages.

 

The graphics are a reflection of the environmental ethos of the brand. Each can has a unique sustainability message and a QR code that can be scanned to link to the brewery website which has a more detailed explanation of the impact beer production can have on the earth and how this impact has been minimised by the HopShop brewery. 

Our products are no-nonsense from our packaging to our brews. Not only do our beers contain 100% certified Organic grains and all Australian ingredients, they are brewed using organic methods, free from additives and preservatives, our products are also vegan friendly.

Sour Ale

Fabulously refreshing, with real fruit flavours. This boozy brew packs a smashing fruit punch! Super easy on the palate with a mild body and low bitterness.

ABV: 6%

IBU: 7

India Pale Ale (IPA)

A bright and juicy IPA packed with intense flavour and a pleasant tropical aroma. Luscious mango nectar coats your 
lips followed up with a refreshing
breeze of bitterness. 

ABV: 5.4%

IBU: 10

Session Ale

It’s tropical and fruity but not too fruity.
Full-flavoured without the full strength. 
At 3.5%, our ‘Sesh’ is perfect for your lazy summer afternoons. 

ABV: 3.5%

IBU: 37

Extra Pale Ale (XPA)

Full hop flavour, crisp bitterness with fruity undertones, the flavour of summer. An all Australian, all tropical, easy-drinking beer that will punch your taste buds in the pleasure zone. 

ABV: 4.2%

IBU: 30

Cider

100% Fresh, Australian grown apples and ginger co-fermented for a perfect fusion of sweetness and spice. A crisp and tart flavour, not too harsh on the palate.
This cider can be enjoyed all year round.
Served warm with a cinnamon quill or on ice, for a unique flavour experience.

ABV: 4.8%

IBU: N/A

TYPE FACE & COLOUR GUIDE

The Hop Shop Craft brewing Co. colour palette is are a reflection of the environmental ethos behind the brand. It encompasses the colours of australian coastal landscape and marine life. A vibrant and playful twist on the golden sand and crystal clear waters and sky with a hint of coral. The Hop Shop type faces were chosen due to their accessability and also the legibility.Legibility is key when it comes to branding, particularily package design, allowing consumers to see exactly what it is they are purchasing.

TONE OF VOICE

The Hop Shop Craft brewing Co. tone of voice is playful yet informative. The use of colloquial language sprinkled throughout copy is relatable and quirky. The brand is still coastal, luxe but not afraid to have a little fun.

KEY WORDS

 Cool, nautral, organic, fun, texture, bright, water, sky, fresh, people, light airy “breeze” feel.

PHOTOGRAPHIC GUIDELINES

The following images are for reference and framework to follow when creating images for your brand. It defines the criteria for images to abide by so that all works possess a definitive visual language. 

 

Genre – Lifestyle The Environment – Beach, water, Australia, brewery and surrounds

The lighting – Natural lighting however, studio lighting when required to show detail (cool toned lighting)

The models – lifestyle, professional only (aside from staff), social submissions where applicable 

 

The wardrobe – Casual, beachy, summer, working within colour palette of product 

 

Positioning & framing – According to the creative brief and use of imagery 

 

Colour palette – As per the established brand-guide 

 

Treatment – Adhering to colour palette in art direction & styling Minimal retouching unless required for separate usage for advertising or postering

 

Established in 2020 The Hop Shop is a conceptual Independent Australian brewery located on the sunny shores of Newcastle NSW. Just like our beautiful city, our brew style is coastal, luxe and not afraid to have a little fun.

 

We pride ourself on transparency. Here at the Hop Shop we are hell-bent on sustainability. With beer being the 5th most consumed beverage in the world and the 2nd most consumed alcoholic beverage in the Australia alone, its impact on the environment is astronomical. From farming all the way to point of sale, every six pack contributes to climate change. Our mission is to revolutionise the Australian brewing industry though our various environmental and sustainability initiatives, in the hope that some day other brewers will follow in our tracks to protect our planet. 

Our products are no-nonsense from our packaging to our brews. Not only do our beers contain 100% certified Organic grains and all Australian ingredients, they are brewed using eco friendly methods, free from additives and preservatives, our products are also vegan friendly.

 

Breweries are typically industrial operations that craft fantastic beer but consume a lot of power and water and often generate significant emissions and waste. Our packaging is crafted from 100% recycled materials, even our water and spent grain is recycled. The brewery itself is made from reclaimed materials and powered by solar energy. 

 

We are determined to reduce the 130,000 tonnes of plastic waste entering Australian waterways annually through our plastic free initiative. Developing our own compostable 6 pack wraps and adhesive can labels. Additionally we are reducing our carbon footprint by using an algae bioreactor to absorb the CO2 generated during fermentation. By 2025 we hope to further reduce our environmental impact and become carbon neutral.

RECYCLING

Our cans are crafted form 100% recycled aluminium.

 

Our cases are made from 100% recycled materials.


Our water is treated after brewing so it can be reused within the brewery.

 

GRAINS

Our grains are 100% Australian and organic certified.

 

We are reducing water contamination through pesticide-free farming.

 

Our spent grains are used to feed farmed salmon.

WHY CANS?

We love cans for many
different reasons.

 

Aluminium is 100% recyclable and retains its properties indefinitely.

 

Cans are space-saving and light weight, his means less fuel and emissions during transport.

PLASTIC FREE

Hop Shop are determined to
reduce the 130,000 tonnes of plastic waste entering Australian
waterways annually.


We Have designed a compostable heat shrink rap in place of six pack rings and plastic and labels.


These plastics can take up to 400 years to break down.

CO2 EMISSIONS

It takes about 54 days for a single mature tree to offset the carbon generated from the creation of a six pack (from farm to point of sale).

 

We are reducing our carbon footprint by using an algae bioreactor
to absorb the CO2 generated
during fermentation.

CONSERVATION

Australia is home to the 3rd largest marine jurisdiction in the world and has one of the highest consumption rates of beer per annum at approximately 2 million litres of beer. 

This is why every can sold, 10% of profits are donated toward Australian marine conservation initiatives. Bridging the gap between the taps and the tides, one brew at a time.

TANGAROA BLUE

The AMDI helps communities look after their coastal environment by providing resources and support programs, and collaborates with industry and government to create change on a large scale.

MARINE CONSERVATION SOCIETY

an independent charity, staffed by a committed group of scientists, educators and passionate advocates who have defended Australia’s oceans for over 50 years. AMCS works on the big issues that risk our ocean wildlife.

SEA SHEPHERD MARINE DEBRIS

Our oceans are drowning from the tidal wave of plastic pollution. Our Australia-wide campaign is driving community change through education and beach clean-ups, empowering people to realise every piece counts.