Willie the Boatman is a craft brewery in Sydney’s suburb of St Peters. The brewery had grown rapidly in reputation and popularity and required a new brand to engage both buyers and employees in new ways. As part of the rebranding a series of simple, bold and compelling stories that brought each beer to life needed to be developed and translated into a series of engaging posters that would be shown in and around the local neighbourhood.
Inspiration was drawn from the brewery's own back yard and the stories about the brewery’s namesake, Willie the Boatman. Willie entertained all sorts of characters while he was rowing passengers across the mighty Cooks River may years ago, and these local characters became the inspiration for the unique voices that would bring each individual beer to life.
The result are posters that are anything but generic. They celebrate a life lived with irreverence and character and bring to life St Peters’ unique history and the authentic character of each beer. The client commented, “We love these posters. They have perfectly captured what Willie the Boatman is all about and what makes our beer so distinctive. It’s all about beer with character(s)!”.