Asahi Premium Beverages – Cricketers Arms

Capturing the classic, irreverent spirit of a brand through a collaborative process —
and bowling a winner for sales through on-shelf presence and craft credibility.

Cricketers Arms has its heritage anchored in post-game mateship—sharing a beer after a long day in the field and embracing traditional sporting values; etiquette, camaraderie and achievement. Asahi Premium Beverages approached us to develop a solution that not only addressed the brand’s positioning and awareness challenges, but unearthed its unique brand story.

Following a holistic and collaborative approach that encompassed a brand and category audit, identity workshop and four stage creative process, the unique story of the Cricketers Arms brand was unearthed. The revised strategy paved the way for a contemporary interpretation of the brands original story – one that celebrated a nostalgic Australian cricketing era.
The masterbrand solution celebrates collective characteristics of the Cricketers Arms brand through each of its individual brews – Keeper’s Lager, Captain’s IPA, Journeyman Mid and Spearhead Pale Ale. The new identity system and packaging focuses on optimizing the brands shelf-presence and adding depth to its craft credibility and positioning via the artistic creation of bespoke iconography, brew stories, tasting notes and the premiumisation of packaging materials and finishing and more detailed brewing narratives.
The heroic new monogram symbolises unification and togetherness – paying homage to the spirit of the brands ethos and its founding two partners. The interwoven ‘A’ and ‘C’ have been hand-crafted and are unique to the brand’s distinctive assets