There’s no beer on a dead planet. Without a planet, we would have no ingredients to brew, no places to drink, no unique kiwi way of life.
As Export celebrated its 90th birthday, these thoughts were on its mind. From turning leftover yeast into bio-fuel and crushing old beer bottles into a construction sand substitute, Export was using the power of beer to give back to the planet — so that we can all continue enjoying beers in the world’s best beer garden, New Zealand.
We helped Export illustrate that new ambition. Enabling one of New Zealand’s original lagers find its way at the intersection of deep respect for our environment, and good, simple beer. To do that, we translated the heart and soul of Export’s past into a future of simple sustainability. We brought back the ‘X’ as a courageous shorthand and simplified the brand system, creating a cohesive range of packaging which celebrates our courageously simple kiwi attitude and Morton Coutts’ disrespect for the impossible.