Working pro bono, Brother & Co has developed a complete brand identity, packaging as well as advertising collateral for the new beer, aptly named ‘Pale Tail‘.
More than just an easy-drinking summer ale, Pale Tail will donate 10% of its profits to the RSPCA QLD, helping to fund their vital work in rescuing, rehabilitating and rehoming animals in need.
Martyn Gallagher, senior designer, Brother & Co said: “Using a customised ‘houndstooth’ design in yellow, one of the dominant colours in a canine’s visual spectrum, we created a bold and vibrant identity. The illustrated dogs on the can are posed in a perpetual turn and were styled after two dogs the RSPCA volunteered as models.”
Piet Human, co-founder added: “We were delighted to help James and the Good Beer Co team again – especially for a cause that’s dear to all our hearts.”
James Grugeon, founder, Good Beer Co commented: “Following up their pro bono brand and creative support to The Good Beer Co on our Love² Beer for the Australian Marriage Equality and Great Barrier Beer for the Australian Marine Conservation Society, the team at Brother created a third winning brand identity for Pale Tail for RSPCA Queensland. So far, it’s been a big hit with beer drinkers, our charity and retail partners. The creative is a fantastic reflection of what the beer stands for – enjoying a good beer with your four legged friend alongside you. Another pawfect example of how to bring a good beer that gives back to life!”
To get behind this initiative, visit here to order a case of Pale Tail. And, if you’re looking for some mates to drink it with, why not head to your local RSPCA? They’ve got hundreds of animals that would love to become your best friend.
Source: Campaign Brief