Archipelago Brewery

The existing brand direction was hyperlocalised, using ‘Singlish’. But with changing market tastes, and an increased appreciation for craft beers, Archipelago Brewery decided it was time for a complete overhaul. How then do we retain the brand’s Singaporean heritage whilst going international?

Functioning as the main canvas of the label is a stylised outline of Singapore (diamond shape). The Archipelago Brewery brand mark is a dynamic one, allowing for an overarching ‘standardised’ look and feel whilst providing room for variant customisation. The brand’s humorous personality is evidenced by the easter egg elements. The brand’s beer bottle plays a small, but pivotal role within each variant’s storytelling.