BRIEF
Approachable, quality, locally brewed beer and a brewery that acts as a local hub/focal point that supports and brings the local community together. In a world full of increased pressures and stress, people want to go with the flow of life and make the most of it.

STRATEGY
The branding needed to reflect the breweries internal tagline line of “Own the day”. Priority considerations when approaching the branding were organic shapes, high brand awareness, clarity with the product sku variety and a series of colours that reflected elements and the overall essence of the South Coast.

The emerging sun icon was important to First Light as through development of the brand this icon would become the distinctive brand asset and would be able to be used on its own once the brand equity reached a certain point.

A lot of brand strategy went into this company so that it could be set up with a solid base before branding began and having a central organising thought of “Own the day” and a brand promise of “First light supports you living freely, going with the flow & actively participating in life. We don’t want life to pass on by.” was essential in creating the brand and we believe the identity reflects the strategy and shows First Light’s brand essence.