Common Ground Brewing

Common Ground Brewing are based in Brisbane, Australia.

Common Ground required some beer copywriting services:

Label Copy

Demographic Design had all the beer can designs completed for the full range of beers and ales but needed copy.

The brief was to write a humourous description and mention the key ingredients and flavours.

I loved the characters designed for each can and thought I could write a short story for each one, mentioning how sharing a Common Ground beer with their antagonist made them forget their differences and brought them together.

In total, I completed 10 labels.

Tagline

This was written in conjunction with the label copy and approved early on so the concept could be used across the full range of can labels.

Weaving the brewery name, Common Ground, into a sentence asking the reader to find their favourite beer from the brewer, whilst also providing the conceptual conclusion for each label story, was almost as satisfying as downing a can!

Project Review

Basically, this was a lot of fun - making up stories for crazy characters on beer cans? What's not to like!

Australian spelling is basically the same as British but researching Aussie slang has now become a passion. 'Shark Biscuits' = children at the beach. Still makes me laugh that one.

If you're ever in Brisbane then go check out Common Ground Brewing.