Pinnacle drinks wanted to refresh its budget challenger larger brand, “Bluey.” The solution brought Bluey’s iconic story as the oldest living dog in Australia at nearly 30 years into focus.

It was my job to create the new look and feel for the brand, one that felt fresh but still captured the essence of the story. The challenge was to create packaging that was modern and distinctive, while still aligning with the original design to ensure that the image of Bluey remained a familiar and consistent reference point and centrepiece. 

The blue heeler is inherently tied to our dry Australian landscape, and to give Bluey the appropriate environment and link to Australian history, I landed on an impactful design with a dynamic edge. The outcome reinforced the established beer brand and elevated the historic Bluey story.