Matilda Bay, the original Aussie craft brewery, has been brewing on home shores since 1984. They wanted an offer that walked the line between craft and mainstream that would have mass appeal. It was critical that it stood out amongst the competition and confidently created its own space. The focus had to be on the beer and just the beer! Ensuring that it spoke directly to the everyday Australian with wit and simplicity.
Building on the audience’s growing desire for no nonsense brands WCN_ created Frothy — a great tasting ice cold beer, that delivered on the basic customer expectation. Just great beer, with no bull.
We started with a blank canvas and skillfully kept it that way. The naked can and box helped the brand to remain raw and real, and strangely iconic despite being free from overt tricks and finishes.
"What Came Next_ have a unique ability to understand the very essence of a brand and translate that into impactful and considered design. This is exactly what they did with Frothy. They delivered a stripped back simplicity in a premium but accessible way, which is not an easy brief but we believe they got the balance right." Tim Ovadia, Head Of Classic
Carlton & United Breweries/InBev