COVID was tricky time for all across 2020 and 2021, notably so for those in hospitality, music and performing arts. Cue a snap lockdown project by the good folks at hospitality group Office of Public Works, who decided to launch a charity beer that would give a percentage of profits back to those impacted across the industry. Launching with a pale ale made for easy drinking, the brief was to create a logo and identity that felt like the sun in your face at knock-off hour.
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OUTCOME
Identity
Packaging
Print
Identity design, packaging, print plus social bits and bobs to get the brew in the hands and minds of many. The identity was a snap project mostly done over a weekend, taking cues from 70s brands and television and designed to be reasonably low-fi, much like the relaxed nature of the beer itself. Knockoff kicked on beyond the lockdowns of ’21 and can still be nabbed at many bars across Melbourne today.
