Mudgee Brewing Co.

How do you live up to a 170 year old legacy? Having established itself before the craft brewing phenomenon, the rebranding challenge was to ensure the brewery stood out in a distinctive and relevant way while staying true to its roots. With local competitors emerging, the brand also needed to look at new ways to leverage its name and position to retain its status as the go-to brewery in the region

Made of Mudgee — the solution was to draw inspiration from the town itself. Its history, buildings and surrounding environment. By embellishing each beer with local stories, personality and illustrations based on key landmarks the brand became a reflection of the town itself — reinforcing the name Mudgee Brewing Co. and ownership over craft brewing in Mudgee.

The rebrand of Mudgee Brewing Co. revitalised the brand, driving increased foot traffic, shelf visibility and local engagement. The refreshed identity helped the brewery maintain a competitive edge in the region and reinforced regional pride by celebrating Mudgee’s heritage — drawing both locals and visitors into the brand’s evolving legacy.

Copywriting: Storytelling rooted in the region, woven into themes and narratives across the entire beer range. Illustrations: Signature illustrations were developed and applied across the beer range, advertising and merchandise to visually bring each story to life.