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.
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.
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.
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.
