White letters arranged in a circle spelling 'EVERYONE' on a black background.
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Abstract illustration of a large eye with a blue iris above a yellow cone emitting a blue monkey silhouette, all set against a red and blue spiral background with white stars.
REFRESHING A
BEER WONDERLAND

Beervana

Held in Wellington, over 2 days, Beervana has become New Zealand’s premier celebration of good beer, bringing together breweries from across New Zealand and serving thousands of beer lovers, beer serious and the beer curious.

In 2021, Beervana sought a brand refresh that would help celebrate how far the festival had come, champion the creativity and wild innovation of the industry and reflect the changing perception of beer and beer drinkers.

www.beervana.co.nz
Three colorful Beervana 19+20 August Sky Stadium posters side by side in red, blue, and green backgrounds with whimsical illustrations including lips, a dove, beer glasses, flowers, and an octopus.
Colorful graphic with the words BE BOLDER, BE WIERDER with an octopus holding a bottle, BE CRAFTIER with red lips, and BEERVANA on various vibrant backgrounds.

We arrived at a core brand idea of ‘enter an immersive beer wonderland.’ Using this idea we began to reimagine a playful and unexpected world where great beer, vibrant art and culinary bites live in harmony. Through this idea, we could look at beer through more inclusive goggles, inviting breweries and attendees to BEweirdER, BEboldER, and BEcraftiER.

The word BEERVANA in bold yellow letters arched on a bright blue background.

This led to the development of the Beervana archway logotype. A gateway to a beer wonderland and a visual reference to the white froth of a head of a beer. A suite of illustrations expanded on the BE-ER brand language, depicting unexpected flavours that fill your glass and expand your palate. These ‘flavours’ help shift perceptions of a predominantly male drinking festival to an inclusive, palate-expanding, world-leading beer wonderland.

Three smartphones on yellow background displaying colorful Beervana event posters with slogans BeTogether, BeBolder, and BeJuicier.
The word BEERVANA in bold yellow letters arched on a bright blue background.
Colorful beer can labels with playful designs and brand names like BEWEIRDER, BECRAFTIER, and BEBOLDER on a blue background.

The bespoke typography was inspired by the characteristics of psychedelic fonts made popular in the 1960s. We wanted the wordmark to retain the quirk and weirdness of the letterforms while updating the proportions and curves for contemporary use.

Blue flag on a white pole with colorful playful illustrations including lips, beer, flames, an octopus, and the word 'BEERVANA' at the top.
Pin of a red UFO beaming a yellow light with a pink animal on a blue denim jacket pocket.Stack of colorful square coasters with rounded edges on a yellow background, featuring a smiling yellow sun with pink sunglasses on the top coaster.