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INDEPENDENT BREWERY
Branding – Packaging
Expedition is a Brisbane based brewery focused on craft beer drinkers who are “Not just willing, but actively seeking out new and different experiences surrounding craft beer consumption”
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Study: Scott Taylor Jr. & Robin B. DiPietro (2017): Segmenting craft beer drinkers: Ananalysis of motivations, willingness to pay, and repeat patronage intentions, International Journal of Hospitality & Tourism Administration.
The targeted demographic are the craft beer drinkers, who acording to studies like craft products and support local business, trying new beers, food and experiences and buy from 7 or more new beers brands a year. They are high variety seekers and highly involved with the brands they consume.
They are also interested in increasing their beer knowledge, discovering new beers and having a sense of community.
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This is why the Key words chosen for this project are DISCOVERY, KNOWLEDGE and COMMUNITY,
and the concept is a "TEAM OF EXPLORERS IN SEARCH OF THE LOST HOPS"
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