Brand Positioning

Visual Identity


Hop Union Brewery

Transitioning an established family-owned brewery into a modern D2C brand, without losing sight of heritage

Increased revenue by:


Increased revenue by:


The Challenge

HUB required a brand partner to help them transition from an established cask brewery into a modern and vibrant D2C brand, with a stronger focus on sustainable craft brewing. With increased competition and big aspirations for growth, HUB needed to broaden their appeal to a younger demographic; those interested in and passionate about craft beer, but without alienating or dissuading their existing, loyal customer base. The new brand needed to future-proof HUB as a key contender in the industry, while emphasising the quality and taste of their renowned beers, perfected over 16 years of brewing.

Hop Union Brewery brand characters
Hop Union Brewery brand billboard
Hop Union Brewery Brand Bottle labels

The Solution

Leading with the quirky ‘HUB HOP’ mascot (after special request from the client), ORCA created a new brand image for the brewery and its various canned, bottled and casked products. Working closely with the founders and chosen stakeholders to define the core brand story, we crafted a brand that clearly reflects the refined value proposition and services on offer. Shelf and bar presence is key, so we created a packaging design system which utilises bold, striking typography with fun, thick-lined, quirky illustrations - both of which are legible and eye-catching in a busy pub or supermarket. The brand stretched across packaging, digital, e-commerce and merchandise, as well as within the newly refurbished HUB Tap Room. We continue to work with HUB to evolve the brand and their ongoing GTM strategies across the country.