Back in 1984, Matilda Bay created the craft beer category within Australia with a range of beers aimed at those drinkers looking for something a little different. Over the years the category had exploded with competition, and although declining, Fat Yak had remained the highest performer within the Carlton & United Breweries craft portfolio.
Creating a different breed_
WCN_ recognised the power and equity within Fat Yak and set about decoupling it from within the Matilda Bay master brand. Allowing it to stand alone and become a powerful brand in it’s own right. In creating a Yak Ales brand it brought the freedom and opportunity to grow, connect and engage with the growing mainstream, craft beer audience.
WCN_ led the way and creating ‘a different breed’ of craft beer brand, bringing some much needed humour to a category that traditionally took itself pretty seriously. Strong visual iconography was designed with the Yak at its heart, cutting through the noise of the competition giving the brand an unmissable icon that could constantly evolve and continually build interest from within.
Creative direction across all visual expressions_
The family has grown from Fat to Lazy Yak (the most successful craft beer launch in Australian history) and then in 2016 on to Wild Yak (which then claimed the title of the most successful craft beer launch in Australian history in 2017). The Yak Ales portfolio now occupy the #2 (Fat), #3 (Wild) and #6 (Lazy) spot for Australian craft beer turning around CUB’s craft performance in just 3 years.
WCN_ has been fundamental in the growth of the Yak Ales brand. As we work closely with the team at CUB, we continue to define and evolve the look and feel and content of the brand, introducing new members of the herd such as, the recently launched Rusty Yak (a Ginger Ale), Pride Yak (Carnival Ale) and the GABS Flapjack Yak (Maple Ale). We are responsible for every visual expression of the brand from packaging and merchandise to environment and activation and everything in between. The results speak for themselves.
Client: Carlton United Breweries, ABV Inbev, Yak Ales
Brand Creation, Strategy, Experience, Identity, Packaging, Naming and Activation
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