Leo Burnett Melbourne

Creativity has the power to transform human behaviour.


A label with a strong story to tell.

When you’re a boutique beer, with a boutique budget, design can sometimes be the only way to communicate your brand story. We decided that the story of the Hawthorn Brewing Company was their amazing quest to find the perfect brew. A quest that saw them travel the world. The idea of The Flavour Merchants was born. More than just the inspiration for its packaging design, this was a brand strategy that uniquely positions Hawthorn between imported and boutique Australian beers. Introducing the beer with an international flavour imported from Hawthorn.


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