East 9th Brewing are a boutique brewing company based out of Melbourne. Their brand concept was taken from a famous Brooklyn landmark and the eventual design was inspired by visuals of old school 1960s kitsch with a firm nod towards the corporate logos of car manufactures of that time.
The first product out of the East 9th Brewery needed to continue the underground New York feel but reflect the energy of a new product.
The identity needed to be strong, bold and take consumers on a voyage of discovery through the eyes of a New York squatter. The design centred on the idea of ‘brown bagging’ (illegal public drinking from a brown paper bag) and a strong narrative structure centred on the New York squatting culture of the 1990s. The final design took inspiration from the street art of local artist Jak Rapmund.
— Big Dog Creative
This packaging won Silver at the 2011 Pentawards.