Since 1989, they’ve been brewing top quality beers for top quality people, making Sunshine New Zealand’s oldest independent brewery. Our goal was to reposition and rebrand Sunshine so it becomes as loved around New Zealand as it is in Gisborne by creating a brand story that encompasses the people, the product, the history, the location.
From the East
Sunshine is the first beer to see the sun and the logo and typography was designed to reference the sun and its rays with a clever use of the ‘E’ and arrow pointing East.
It was a bold move to go yellow with the new bottle caps but it aligned perfectly with the strategy and core idea that every beer you open is opening a bottle of sunshine, while creating immediate cut-through and shelf presence.
Creating cohesion across the ranges
We developed a strategy to segment and separate Sunshine’s beers into a new core range, heritage range and seasonal range. This helped create clarity and consistency for trade and variety for the customer.
Shaped in Gisborne
The new core range is inspired by the craft and artistry of the surfboards that shape their lives. From the resin tint colours inspired by the surrounding land and ocean scapes of Gisborne, to the stringer line and personalised handwritten type that creates a sense of ownership, the core range is a celebration of the culture that inspired it all.
Heritage – An oldie but a goodie
Gizzy Gold is a local favourite and the original, iconic Sunshine beer since 1989. In fact, it is actually one of New Zealand’s oldest and best tasting lagers, so it was only fair that we brought back the original label – CLASSIC!
Social Campaign – Rise up
A pioneering brewery deserves a refreshing brand launch. We blacked out all social media platforms on day one of the launch, creating huge conversation amongst followers. Then, over a week-long teaser, the sun literally rose to reveal the new brand story and identity.