What’s the challenge?

Since opening their doors in 2018, Felons Brewing Co. has been on a mission to bring a splash of the good life to anyone that loves to celebrate their sunkissed home.

This naturally goes hand in hand with the fresh, balanced, no-fuss beers Felons brew and pour at their home on the Brisbane River. “It’s our pride of pour that speaks volumes to our commitment to quality and the bond we have with makers, flavour seekers and revellers of the good life—it’s our creative spirit that drives us to embrace innovation in everything we do.” -Dean Romeo, Brand Director.

Our challenge was to build a brand story joyfully tying together all the magnetic elements of Felons whilst not over-indexing on the historical side and potentially pinning the brand into a ye’ olde convict-themed corner.

Setting the scene 

With pen in hand and a frothy in the other, we began building the brand starting with the true story of four felons who, in 1823, explored the Brisbane River. Their spirit of freedom and discovery is the stuff of Aussie legend and an inspiration to the Felons founders who brew and share great beer with passion and generosity.

Our approach

It was important to offset this heritage backstory with an identity that had wide appeal across premium, not just pointy craft. This led to the diamond, a bold symbol of quality and strength. 

It is representative of the gem of HSW and ties back to the original mark of Howard Smith Trading Company in Brisbane. The diamond has become the key brand device for Felons across a range of touchpoints—on pack, in venue and within advertising and content—opening up a range of eclectic, contemporary and ever evolving creative directions. 

As the Felons team rolls out limited release products and local collaborations, the concept and subject matter varies greatly; however, the Diamond remains a constant brand anchor and reminder of Felon’s consistently exceptional beer and hospitality experiences. 

The timeless and confident core range design embodies pure freshness with a metallic colour palette and signature wave pattern inspired by the brewery’s home on the river.