The client's initial brief was to market the brand as a rebellious, "for the people" brewery. Strong propaganda elements were to be included as well as modern sensibility. The client was launching a radio station, brewery and a range of products, with more to come on-line so the motif needed to be carried through. MiDaza and Sunbeam were two pre-existing beers owned by the client, some redesign was included in the brief. This project was to tender and designed to be less expensive in the longer term.

I stuck closely to the brief, aiming to make the imagery iconic and bearing in mind that a lot of the end products might be screen-printed. Interestingly, Molson Coors' marketing that appeared two months later was very similar to the top right text.

You can see the application of one of my Rising Sons logos as well as a circular label, which the company later adopted. In this example the Sunbeam Logo was based on the Sunbeam Factory in Blackpool, Cork, which was damaged in a fire last century.

This uses the alternate logo and a completely circular label. The company had existing labels that were oval and later re-tooled all their labels to be circular.

This image is intended to show how the client's bottled product could be strongly brand oriented and readily identifiable.