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New England Brewing Company is nestled amongst the granite hills in the small town of Uralla. Their first brew was served in 2013. Things were different back then! Starting with all second-hand equipment, the brewery opened with two beers on tap and two in longnecks. They’ve since expanded to a more grown-up brewery with a canning line, lab equipment and much bigger tanks.
They’re brewers first and brewers last. They brew up collaborations with nut growers, coffee roasters, artists, bars, butchers, bottle shops and other like-minded brewers. This activity keeps the retail sector buzzing and leads to new label designs for small batches every month.
In comes the need for a flexible can decoration format with serious shelf appeal. Our prepress team works closely with them to develop a variety of effects to tactically enhance each unique label design. Specialty materials such as textured papers, pearlescent stocks, and metallic effects. Creating texture through the placement of sandpaper varnish to mimic tweed fabric. Contrasting matt and gloss finishes to highlight design elements and re-create that 70’s mug inspiration. These all contribute to the label creating an emotional connection between the brand and the consumer, both on shelf and whilst the product is in hand. Coupled with the flexibility of digital print, these solutions allow them to respond quickly to market demands.
Their recent Night Hunter release is a collaboration with Quoll Headquarters, a 160ha Wildlife Sanctuary on the top of the Great Dividing Range north of Tenterfield, NSW. The Spotted Tailed Quoll is found in the New England Region, which is described by Steve at Quoll Headquarters as “mainland Australia’s largest marsupial predator, they are secretive, stealthy, elusive night hunters”. New England Brewing Company are donating five dollars from every carton to Quoll Headquarters to aid in preservation and protection of the Quoll.
It’s always exciting to see their latest release come to life!
Label details:
- Producer – New England Brewing Company
- Varietal – Lager
- Region – Uralla, Australia
- Designer – Blair Sayer
- Printing – Digital
- Substrate – Silver Film
- Embellishments – Matt Lamination
