Page 55 - Packaging News magazine March_April 2023

Little Creatures dressed up for Mardi Gras
In its first foray in limited edition packaging linked to a thematic campaign, Lion-owned craft-beer brand Little Creatures used packaging as a platform to celebrate its partnership with Mardi Gras and Sydney WorldPride 2023.
This is a great way for us to integrate, celebrate and communicate our partnership with WorldPride and SGLMG.
ED JAMISON, LITTLE CREATURES
THE NATIONAL ROLLOUT of the lim- ited-edition range saw several of the Little Creatures products in revamped packaging, sporting vibrant, pastel colours and illustrations in hom- age to the Mardi Gras celebrations. Packaging and print suppliers include Visy (cans), Labelmakers (bottle labels), Westrock (cluster outer packs) and Orora (glass bottles).
Design studio Interweave executed the brief, which was to use Little Creatures’ products to celebrate and communicate its partnership with WorldPride and Sydney Gay and Lesbian Mardi Gras (SGLMG).
Ed Jamison, head of marketing – Craft told PKN, “We wanted Interweave to find a creative way to celebrate pride without just simply using the rainbow
flag, and bring the brand to life in line with Little Creatures’ brand positioning as fun and playful.”
Jamison said the designs drew on WorldPride creative for inspiration for the colour selection and illustrations.
“We also worked with SGLMG to incorporate an interpretation of their infinity hearts into the design as you can see with the two hearts that sit behind the cherub,” Jamison said.
This is the first time that Little Creatures has ever done thematic cam- paign packaging, according to Jamison.
“Our product is our number one brand touchpoint for consumers, so being able to hold this special packaging in their hands is a great way for us to integrate, celebrate and communicate our partnership with WorldPride and SGLMG,” he said.
Above: Celebrating diversity: Little Creatures new wardrobe
Inset: The first time for thematic packaging.
“Little Creatures is proud to partner with the LGBTQIA+ Pride festival to celebrate queer joy, diversity and inclu- sion. Our partnership with the festival is a symbol of our ongoing commitment to supporting rainbow communities, and to celebrating Aussie Pride culture.”
This was Little Creatures’ sec- ond year as the official beer partner of the 2023 Sydney Gay and Lesbian Mardi Gras and its first at WorldPride.
Lion’s ongoing work with the LGBTQIA+ community also includes a partnership with Bobby Goldsmith Foundation via its special release beer Brooklyn Brewery Stonewall IPA, which raises money for Australia’s longest- running HIV charity.
The limited-edition products are available at bottle shops nationwide. ■
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PACK DESIGN & PRINT