Brick Lane Brewing has won six prestigious ‘Crushies’ awards at the Global Craft Beer Marketing Awards (CBMAS) this May, taking home five platinum trophies and one gold across the Asia Pacific region.
Recognising and awarding the best marketing in the global brewing industry, The CBMAS are held annually and judged in the USA by an international panel of 600 global beer, marketing and design experts.
Among the six awards Brick Lane bagged was Best Brand Identity and All Round Marketing Story for their flagship brew, One Love. Created by indie South Melbourne agency, The Incubator, this heartfelt campaign features the unifying idea: The One for All. Conceived by creative director Kyran Docker, this inaugural brand campaign was designed to position One Love as the brewery’s most universally loved pale ale, while also reflecting the core philosophies and values of the Brick Lane brand itself.
Says Docker: “We were asked to create a compelling brand platform that clearly and uniquely communicated the positioning of One Love. Brick Lane was not after a short term campaign; they needed a big idea and associated creative evocations which provide longevity and flexibility.
“As Brick Lane’s firstborn beer and signature brew, One Love represents more than just another can in their cool room. The whole Brick Lane brand ethos of unification, inclusivity and acceptance are brewed into this beloved Pale Ale, so our challenge was to distill and capture this essence in a genuine and authentic way.”
Paul Bowker, founder and managing director of Brick Lane Brewing was thrilled with the company’s success at the Crushies, acknowledging it was a genuinely collaborative effort among the many creatives involved in bringing the brand vision of Brick Lane’s many different SKU’s to life: “Congratulations to the talented Brick Lane Team, all other winners, and our partners, including Can I Play Design, Endeavour Drinks Group, The Incubator & Orora, who are integral in allowing Brick Lane to continue to innovate and push boundaries of packaging materials, design and messaging to the market.”
Brick Lane won trophies across the following highly contested categories:
Best Can Design & Identity (237-444ml)
• Platinum Crushie – Hi-Fi Dry Zero Carb Japanese Lager
Best Brand Identity and all-around marketing story (logo, merch, packaging, website)
• Platinum Crushie – Brick Lane One Love
Bigger than Beer – Best Cause related project or campaign
• Platinum Crushie – One Love ‘Loud & Proud’ cans in partnership with the Endeavour Drinks Group
Best Can Design/Series
• Platinum Crushie – for annual release of Trilogy of Fear
Best Merchandise Design (Innovative or Sustainable)
• Platinum Crushie – Trilogy of Fear ‘Sage it ain’t so.’
Best Can Design
• Gold Crushie – Sidewinder NO-ALC XPA Fruits (Lime & Passionfruit)
Brick Lane beers can be found nationally through all major retailers and independent bottle shops and online at bricklanebrewing.com. All beers and merchandise can also be found in their incredible new venue, The Brick Lane Market, based in the heart of Melbourne, joining the Brick Lane Shed in Stringbean Alley at the Victoria Market and Dandy Brewhouse on-site with their state-of-the-art brewery in Dandenong.