Emerson’s have been crafting beer since long before craft beer was a thing. The recent explosion in the craft beer industry meant they needed to rethink their brand and their position in the market after 23 years of brewing.
We went back to the start with the brand and created a new tone of voice that was a mix of the self-depreciating Dunedinite and Richard Emerson’s unique sense of humour. We then redesigned all of the packaging, making sure we honoured and referenced the past, and told the many great stories that had never been told, like the fact that the profoundly deaf Richard had named Bird Dog IPA after his favourite Verlaine's song.
Emerson's won the Trophy for the best packaging at the NZ Brewers Guild Awards.