At a time when all the big guys are jumping on the craft brew trend and every bloke and his accountant-mate starting a trendy micro-brewery, Feral is the real deal. Feral is all about what’s in the bottle, so we felt this rebranding shouldn’t look overworked or pretentious. What we have created is the antithesis of the minimalist or ‘ye olde’ beer brands that are cluttering the market.
— Mark Braddock, Creative Director, Block
The branding process started with the purchase of an old photocopier for $50 so that the packaging and promotional material would be genuinely fresh and DIY.
The explosion of beer labels has seen the beer cabinet become one of the most crowded retail spaces imaginable, so our new look has been created to own its shelf space in a very ‘ballsy’ way — which is absolutely on-brand for us. With a name like Feral, we were never going to nice and quiet. Block have done a great job at bringing the outside of the bottle in line with what’s inside it.
— Steve Finney, Sales & Marketing Manager, Feral Brewing