Arrels, which means “roots” in English, is a Barcelona based footwear brand making shoes for the urban market. Creating the identity meant finding the right balance between their urban look and their rural roots and between being handmade and mass produced.
This duality is reflected in the two colours of the identity and in the pattern created for the boxes and the shoes; an idea which was carried over to the brochure. The design of the pattern plays with the idea that if you were to rip up all the layers of concrete which cover the urban landscape underneath you would find the original, natural surface of the earth. Designed by Hey Studio.
Feral Brewing Company is Western Australia’s largest independent brewery with a cult following of beer enthusiasts globally. Based in the Swan Valley, the brewery is the current titleholder of the Australian International Beer Awards for Best Large Australian Brewery.
Block completed a brand and packaging overhaul that sees the brewery’s products unified under a solid look and feel, albeit with a uniquely Feral personality. The rebranding is handcrafted and distinctive without detracting from the company’s obsessive focus on its beers, flavours and ingredients. Block went with an intentionally DIY, rough-and-ready aesthetic to match the company’s hands-on approach to brewing.
At a time when all the bigger breweries are attempting to combat the craft brew market and micro-breweries are popping up all over the shop, Feral remains the real deal — something Block wanted to convey with the rebrand. Block felt the design shouldn’t look overworked or pretentious and so created the antithesis of the minimalist or ‘ye olde’ beer brands that are cluttering the market.
The branding process started with the purchase of an old photocopier for $50 so that the packaging and promotional material would be genuinely fresh and DIY. The explosion of beer labels has seen the beer cabinet become one of the most crowded retail spaces imaginable, so the look that Block has crafted owns its shelf space in a very ‘ballsy’ way – which is absolutely on-brand for Feral.