Designer: Jeff Chantaloup (Braincells)

Copywriter: Lance Skelton (Freelance Skelton)

Project Co-ordinator: Andrea Bennett (Braincells)

Problem:

How does a well-known national liquor retailer launch a new lager from scratch into the Tasmanian marketplace?

Solution:

Team up with a local agency for Step One, which is to undertake focus group testing within the marketplace itself. This exercise enabled our design partners (Braincells Perth) to find out what young adult Tasmanians identify with, and the distinct physical and cultural characteristics that makes Tassie so special. From this knowledge, they could progress confidently to Step Two – the name, design and packaging.