VISION:

In 2017 Naked Wines’ (UK) Angels voted in their thousands for winemaker Rod Easthope to make a mouth-wateringly cool craft beer. Rod's Savvy Pale Ale is made from Sauvin hops, unique to New Zealand.

Fresh Designs was tasked with concepting and designing a beer brand that still carried the Easthope name but sat completely separate to their wine brand. So a new brand story was needed!

PATH:

Research uncovered the fact that their ancestors were the manufacturers of The “Easthope’ bicycle. It was manufactured in the 1890’s in a small town in England in what was know as the Golden Age of Bicycles.

During it’s heyday the Easthope company successfully produced and sold various versions of the bicycle. The sale and closure of the business in 1892 saw the end of a fine tradition with the demise of the manufacture of the Easthope Bicycle.

Soon afterwards their ancestors immigrated to New Zealand, some ending up in Hawke’s Bay which is well known for it’s great cycle paths and where cycling has become an integral part of the landscape. Tying these events together made for a strong and unique brand story for the Easthope Beer.

The wrap around label depicts the journey the vintage delivery guy would ride past, on his way to the Brewery. It engages the consumer, encouraging them to pick up and rotate the can to view the entire illustration. Each beer released depicts slightly different illustrations dependent on the ingredients. This also allows for slightly different interactions with the seagull in the illustrations. Both trees depicted are icons of Napier.

The delivery cyclist is on his way to the brewery delivering the relevant ingredients on his bicycle, hops and barley for the Savvy Pale Ale.

A beehive, with stream of bees behind, for the Manuka Summer Ale. The design of the brand name stays true to the original Easthope Bicycle Logo as seen alongside.

The cycle of it’s journey has come full circle!

In the late 1800’s the Easthope’s English UK bicycle manufacturing ancestors emigrated to the Hawke’s Bay, New Zealand. Six generations on this Hawke’s Bay Easthope beer has made it back to the origins of it’s ancestors - quite ‘savvy’ if you ask me!