Having released their first brew in limited batches as a test of concept, Otherside Brewing Co. approached Block to help them develop a clear brand identity, define their brand story and develop a brand architecture that will allow them to build an independent brewery brand with long-term prospects for expansion.

\ Challenge

Create a beer brand that could rise above the glut of craft breweries and the pretension surrounding them.

\ Outcome

Grounded in populism, the ‘beers made for drinking’ ethos underpins a comprehensive brand architecture that builds on the brewery’s roots in the music festival business and opens the potential for it to become a true lifestyle brand. Otherside have released six brews, gaining exceptional penetration across the state into bars and retailers in a very short period. Demand has been such that in 2018, they expanded into their very own purpose-built brewing facility and taphouse.