This project was supported by a written exegesis as part of my honours studies for a Bachelor of Design (Interactive and Visual Design). In my research, I found that the Australian craft beer industry has become increasingly concentrated and competitive in the past few years with existing and emerging breweries trying to capitalise off of the large consumer demand for versatile and experimental craft beer varieties. As a result, the industry data suggests a low level of brand loyalty from the consumers.
Collector Brewing is a response to this through its narrative driven "Taste the Place" campaign. This narrative follows the story of Dr. Brew as he embarks on a journey to gather the world's most treasured hop varieties. Along this journey, Dr. Brew will uncover secrets that will unlock the location of other hops from all around the world.
