London International Awards
2022 Winners and Finalists
Bronze
Package Design
Beers
| Entrant: | Howatson+Company, Australia |
| Brand: | Matilda Bay |
| Title: | "Rejected Ales" |
| Corporate Name of Client: | Matilda Bay Brewery |
| Client Head of Marketing: | James Aris |
| Client Head of Sales: | Daniel Watson |
| Brewing Team: | Angus McDonald/Bruce Peachey/Elle Macaione/Harry Sexton |
| Master Brewer: | Phil Sexton |
| PR Company Business Director: | Georgia Price |
| Agency: | Howatson+Company |
| Agency Chief Executive Officer: | Chris Howatson |
| Chief Creative Officers: | Ant White/Levi Slavin |
| Executive Creative Director: | Gavin Chimes |
| Senior Copywriters: | Tim Smith/William Halstead |
| Copywriter: | Riana McKenzie |
| Senior Art Director: | Giles Watson |
| Art Director: | Tom Macphail |
| Design Agency Designer: | Brogen Averill |
| Design Lead: | Ellena Mills |
| Agency Head of Art: | Leslie Sharpe |
| Agency Group Account Director: | Ollie Wearne |
| Agency Account Director: | Madde King |
| Agency Planning Director: | Sam Butcher |
| Photographers: | Connor Vaughan/Tim Kindler |
| Retoucher: | Ken Lui |
| Sound Production: | Heckler |
| Videographer: | Remy Brand |
Description:
It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards. They called it the Original Ale. To promote this perfect brew, we released the almost perfect rejects. Rejected Ales, the best beers you were never meant to taste.
Designed with a deliberately stripped back, utilitarian approach and an R&D aesthetic; the beers, DM packs and brewer’s logbook appear as though made by brewers with pure function in mind straight from the brewery floor; demonstrating the brewery’s craft credentials.
The Rejected Ales stood out in the colourful craft market without competing with the Original Ale brand they were promoting. With names like ‘Yeah…nah’, ‘Keep dreaming’ and ‘Ballpark’, each of the 27 cans tells a story of its rejection, brought to life in fridges, outdoor, press, film, radio and sample packs for journalists.
Rejected Ales and Original Ale were distributed in leading bottle stores, allowing Australia to discover the journey to perfection.