Matilda Bay Brewing Company launches brand new look via Cowan Design, Melbourne

Matilda Bay Brewing Company is unveiling its own fresh new look that brings the Fat Yak, the Beez Neez, the Redback and the rest of its craft brew family closer together via Cowan Design, Melbourne.

The packaging will celebrate Matilda Bay’s history with the original Matilda Bay copper kettle front and centre; the heart of the brewery when it first began in Fremantle, WA in 1984.

Jamie Fox, Matilda Bay marketing manager says the new look is about educating beer drinkers on the Matilda Bay family tree of brews, and its heritage as Australia’s original craft brewers – est. 1984.

Says Fox: “We’ve been chatting to beer drinkers and it became obvious pretty quick that they know Fat Yak, they know Beez Neez, they know Redback but they haven’t made the connection that they all share the Matilda Bay family name, so haven’t taken the chance to get to know some of the other beers.”

All the brews will now proudly sport the same neck label on the bottles and a matching brewery backdrop on the clusters and cartons, but will still be known by their first names like Fat Yak, Helga and Dogbolter.

Says Rob Riley, Cowan’s creative director: “It was important to balance the unique personality of each of the products – which consumers know and love – with the brewing credentials of the brand.”

Drinkers will first become acquainted with the spiffy new look through the release of the newest Matilda Bay family member – Minimum Chips – an easy drinking, hand-cut golden lager, that will initially be available through Woolworths Liquor, Safeway Liquor, BWS and Dan Murphy stores from early November 2012.

Following Minimum Chips, the new look will roll out for the rest of the Matilda Bay range from late December 2012.