Hatchet Fish Ale
Hatchet Fish Dark Ale is produced by fisherman friends, Jim & Adrian in a Sydney based micro-brewery. Sharing a love for craft beers, they embarked on creating the perfect dark ale to accompany their many fishing trips and for those like-minded folk who enjoy an intensely dark brew.
The challenge was to create a brand name, narrative, identity and packaging design that paid homage to the founding story but also the qualities of the dark ale.
We created the brand name ‘Hatchet Fish’. Captivating silver and blue light reflect off the scales of the elusive Hatchet Fish, breaking the pitch-black darkness of the deep sea, like the intensely dark ale. Inspired by this fact, metallic blue and silver inks were used on the label, along with embossing on the flock pattern to create a textural scale-like feel. The result is a brand that adopts traditional beer category cues yet is enhanced by a charming authentic story brought to life on the bottle.
Brand Name & Narrative