Lion's craft brand Little Creatures has introduced a label makeover across its entire beer range.
Although the beer remains unchanged, the major features of the labels have, in what the brand describes as the biggest transformation since it opened the Fremantle brewery back in 2000.
For starters, the brand's cherub is now the centrepiece of the new designs.
“This little guy is a popular icon as he encapsulates the free-thinking personality, youthful spirit and uniqueness of Little Creatures,” Marty Ferguson from Little Creatures explained.
“After all, 17 years is a pretty long time to be flapping your wings, whilst holding a beer in your birthday suit.”
The labels also now include more ingredient information, such as the type of hops used and flavour intensity, and a nutrition information panel.
“Our Creatures’ hop heads told us they wanted to know more about what goes into each of their favourite beers and more information around the brewing process,” Ferguson said.
“We figured that our packaging was as good a place as any to share the unique and colourful story of each beer’s creation and provenance via some pretty nifty hand-drawn illustrations. If you look closely you’ll see a few nods to our hometown of Freo and WA.”
Lion bought Little Creatures six years ago, and the brand is speaheading the beverage and dairy giant's export ambitions.
A full point of sale suite for both on and off premise that further highlights the updated packaging and the Little Creatures personality will support the new look.
