XXXX Dry

Client: Lion - Beer Spirits & Wine
Agency: Landor Innovation
Deliverables: NTW product innovation and concepting

Design Brief

An iconic and well-known Queensland brand, XXXX has held its place in Aussie beer culture for the last 140 years. However, in an ever-evolving space with so many new options available, XXXX faced the challenge of standing out and appealing to a new generation of customers.

Solution

This new generation of consumers had a thirst for an easy-drinking, refreshing-looking lager. The XXXX logo maintained pride of place, acknowledging the iconic nature of the brand, but in a bolder, more contemporary setting. This was paired with a single-minded typography and stripped back palette which helped achieve a bold, simple aesthetic. Each element, from the matte finish and clear bottle label, worked to cue total refreshment.

XXXX DRY has been heartily embraced and enjoyed by Queenslanders since launching in April 2020, resulting in the sale of over 100,000 cartons of stubbies in the opening months alone – well above projected sales targets. 35% of Queenslanders are aware of XXXX DRY, the highest of any beer launched in the last five year in the state.