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Inspired by the rowdy German beer halls of Europe, Felons Barrel Hall celebrates the magic of barrel conditioning beer with a kaleidoscope of bold sounds, punchy flavours and local cheer.
  • Brand Strategy
  • Brand Identity
  • Packaging
  • Website

The Challenge

After 2 years of brewing great beer for the good people of Brisbane, Felons embark on their next adventure that redefines the brewery experience in Australia. Located in Howard Smith Wharves, on the Brisbane river, the Barrel Hall is a creative hub for both the brewers and the people of Brisbane.

Here the Felons team unearth the fine art of conditioning beer in barrels and open their doors to the public to rock in, drop their shoulders and celebrate an epic modern beer hall experience.

Our task was to craft a visual identity that could hold its own alongside the established Felons brand.

Breaking the seal

The Barrel Hall sits proudly on the edge of the Brisbane River, along-side the brewery – a beacon that draws in all walks of life to experience a unique, more progressive face of Felons Brewing Co. Our task was to translate this idea into a seal that gave the Felons brand another level of meaning and interest – and is versatile enough to work on a wide range of applications.

We created a visual system that powerfully traverses a broad spectrum of brand touchpoints, from signage and posters to website.