The Perfect Lager Project

Casella, the family-owned Australian business famous for its success in the wine industry, has taken the bold and exciting step into the beer market with the launch of a new premium lager, called ARVO. AnalogFolk created the ‘Perfect Lager Project’ – a mission to discover what flavour profiles appealed the most to beer drinkers in order to help the company brew a lager Australians would love.

This approach meant it would become Australia’s first crowd-sourced beer, a thoroughly modern approach to launching a thoroughly modern beer. We were brought in by AnalogFolk to design the limited edition packaging and branding. Unique in that the label and packaging had to show off the 2 flavours – a mighty challenge in itself but one that we pulled off successfully.

‘The Perfect Lager Project’ was the winner of both the ‘Product Launch’ and ‘Cross-Platform Integration’ categories at the IAB Australia Awards.