The Napoleone family are Yarra Valley legends, having put down roots (literally and figuratively) over 70 years ago. Today a new generation of Napoleones’ are charting a new course with Detour—a new independent brewery—and they needed a fresh creative approach that would appeal to both beer lovers and beer geeks.
The Detour packaging needed to feel distinctive and contemporary in order to stand out in a landscape flooded with traditional wine brands. The resulting design was inspired by the brand’s navigational namesake; the creative language taking cues from classic road sign iconography while celebrating the materiality of the can itself—ultimately referencing the family’s shift from fruit growers to beer brewers, and also the detour they encourage every visitor to take—to the Yarra Valley, via beer.
The resulting packaging serves as a perfect reflection of the Yarra Valley place and people—dynamic and directional while remaining down-to-earth and pragmatic. The bold design has enormous shelf presence that is winning fans both in Yarra Valley and well beyond.