Challenge

Two founders walked into the studio with a brewery, a clear point of view, and not yet a brand. Australia's beer aisle, meanwhile, was crowding fast with same-same and over-styled pretenders.

Strategy

The brand strategy anchored the identity in something the founders already had: a postcode. Stomping Ground would not centre around craft; it would belong somewhere.

Creative

Early sketches explored a street vernacular: signwriter lettering, paste-up textures, the visual swagger of a corner pub rather than a craft connoisseur. The brand that emerged read as local first, beer second.

Results

The identity still lives on the taps, cans and tasting rooms it was designed for, and Stomping Ground has settled in as one of Melbourne's most recognised independent breweries.