Lorry Boys — Jim & Joe’s
Macarthur Grange Brewery
Lorry Boys — Jim & Joe’s was a craft beer concept looking to stand out in an increasingly crowded market. With limited space on the shelf and plenty of competing personalities, the identity needed to be immediate, distinctive and fun.
Visual Identity • Creative Direction • Logo Design • Packaging • Label Design
Standing out in the crowd
The category was saturated with visual cues competing for attention. Rather than trying to look more premium or more traditional, the opportunity was to embrace the character of the product and give it a memorable face.
Meet Jim and Joe
The identity centred on the distinctive hair and beards of Jim and Joe. Their features became the basis for a flexible visual system, with different beards and colour combinations helping distinguish the product variants.
Character you can hold
The idea extended beyond the label itself. A special die-cut ‘beer face’ gave the packaging a physical point of difference, while the wider identity allowed the product range to feel connected without losing its individual personalities.
My role
Working with Heard, I led the creative development of the identity and packaging, from the initial visual idea through to the label and application concepts.
Creative direction & visual identity • Logo & character development • Packaging & label design • Art direction & production
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