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.

Inspiration was drawn from the brewer’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 many years ago, and these local characters became the inspiration for the unique voices that would bring each individual beer to life.

The result is brand that is anything but generic. It celebrates a life lived with irreverence and character and brings to life St Peters’ unique history, as well as the authentic character of each beer.