St Andrews Beach Brewery Identity & Packaging Design


  • The Edison Agency
  • St Andrews Beach Brewery


The Edison Agency was engaged to create the brand strategy, positioning, visual identity and packaging design that captured the spirit of the brewery vision for St Andrews Beach Brewery.

The design challenge required a solution that not only created a unique design system for the brews, but also the branded environment for the venue itself. Collaborating with Ewert Leaf, the identity system harmonises with the heritage of the existing stables and the newly created brewhouse. The beautiful nautical coastal palette compliments the vintage-inspired illustrations – each with their own unique story linked to the origins and personality of the property.

Key Features


The final design solution delivered an ownable name, brandmark, and visual language that captures the essence of the old stables in a contemporary way. The St Andrews Beach Brewery brand strategically positioned itself to leverage its unique position in the Mornington Peninsula as both a food and craft beer destination with a unique paddock to plate proposition. Each brew story is anchored to the site\’s history and also ties in with the characteristics of the individual brews giving each of them their own unique personality.


The St Andrews Beach Brewery is proving to be the new coastal destination for Mornington Peninsula locals, day-trippers and tourists. A place to escape urban life, exhale and enjoy great food and brewery-fresh craft beer. It’s appeared on Australian tourism television and has won accolades from Melbourne food and lifestyle experts. The creative result is a brand solution that fuses history and location into a place that celebrates great beer and a coastal lifestyle — jump on, saddle up and enjoy.


To understand the target audience and capture their needs and wants, persona mapping exercises were done looking at different types of demographics that could potentially be customers of St Andrews Beach Brewery. The persona mapping exercise also helped paint a picture of what the aspirational target audience would be and which led us to use the Portsea Polo crew club as our point of reference.

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