Beervana

Beervana is New Zealand's largest annual craft beer festival, held every August over a weekend in Wellington. Featuring over 60 domestic and international breweries pouring hundreds of unique craft beers and run by the Wellington Culinary Events Trust, Beervana is a cornerstone of Wellington's culinary calendar and a major draw for beer enthusiasts nationwide.

Beervana had wonderful brand guidelines originally designed by Everyone, which proved to be a great starting point. This brand pack included a huge selection of illustrated characters and elements I wanted to include in my designs. Looking back at previous year's hero imagery, I didn't feel there had been a year where the characters had been in the same world narratively, so I felt it would be cool to follow that route.

Inspired by vintage Disneyland maps and festival posters of the 60s and 70s (like Glastonbury), I developed a poster series imagining the stadium as a beer lovers Mecca that all these characters were heading towards. Adapting the original illustrations to communicate with each other, I built a night time and day time version of the hero poster, conveying the messaging of the different available sessions.

We also ran a campaign looking for 'Australia's Biggest Beer Fan'. For this, I drew new illustrations in the style of the brand guidelines relevant to this campaign.