Hops have been at the heart of the Akasha Brewing Company’s beer since it formed in 2015 so it makes perfect sense they’ve put them front and centre in their rebrand.
The hop flower-cum-all-seeing eye brandmark is big, bold and literally staring you in the face on the new-look, stripped back can designs – giving the drinker no illusions as to what the Sydney brewery is all about.
“With our new logo and branding, we’re inviting people right into the ‘Shrine of Hop’,” Akasha’s founder Dave Padden said.
“Our new brandmark puts that distinctive flavour-flower right in the centre of all things, as the unifying element of our craft. The look and feel of our core range has been stripped back, with each now identified by a signature colour in a cohesive, compelling fashion.
“Our seasonal range, those limited release beers where we explore our art at its most exciting, will now be known as AKASHA PROJECTS – a celebration of the different, the unexpected, the alluring – with each beer allowed to manifest its own unique character.”
To complement the logo and can rebrand, their Five Dock taproom has also undergone a revamp “to transform it into a true mecca for those who seek the best in beer, and a real shrine for the ancient magic of brewing”.
Padden said the time had come to revitalise the brewery’s image to reflect the changing landscape of craft drinkers and their expectations of a brand.
“People aren’t simply after a cold, refreshing beer. They’re looking for something more, something they can be a part of, and that sets them apart,” he said.
“Akasha has always been a journey of the soul for us. After all, great beer is our everything. But I’m a brewer, not a designer. And as Akasha grew, it became clear that our look was no longer a good fit for the kind of premium, hop-driven beer we felt we were making.”
With the help of designer Vincent Casey, and brand strategist and copywriter Brendan McCallum, Akasha’s vision has come to life.
“Akasha always had an esoteric flair to it,” Brendan said.
“We saw there was immense potential in sharpening that aspect of their identity to a point for them.”
Vincent said: “As the craft beer market has become more crowded, it’s become noisier too. Akasha now has a point of difference on the shelves with clean, cohesive and consistent visual storytelling working together across the range to draw attention to its great beer.”
To find out more about the Akasha Brewing Company head to their new-look website or visit the taproom at 10-12 Spencer St, Five Dock.
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