Success Stories

Mike's wins BrewNZ Awards Supreme Packaging Award

The BrewNZ Beer Awards Supreme Packaging Award 2009 was won by TGM Design client Mike’s Organic Brewery. The awards attracted hundreds of entries from 74 national and international brewers - the boutique breweries competing against the big names.

Mike’s Ron Trigg says it all started last year when he and his partners decided the business needed rebranding. "We wanted a look and feel that said who we were and, take us away from being perceived as a small back yard brewery, to a professional business that made great beer," says Ron After considering proposals from some of the big players, Ron Trigg discussed the vision for Mike’s with TGM Design’s Andrea Leadbetter.

Andrea suggested the first step was market research. The initial results showed that Mike’s target market was made up of discerning men and women with some disposable income. The next step involved three focus groups; the café set, metrosexuals and blokes. Once the research was collated and Mike’s target audiences were established, TGM Art Director Craig Jones started on the design process. As well as the brand and packaging, Craig designed beer labels, a web site, posters and stationery. Does the new brand do the job? “Definitely,” says Ron. “As well as appealing to our target audience and giving us a professional look and feel, we are retaining the organic authenticity that is Mike’s.”

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