Beer Bunker

Cyclist riding uphill on a sandy trail in a desert environment

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Creative Direction
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Design
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Branding
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Alcohol branding

Beer Bunker. Where the hops come in hot. Turned a bottle-o into a bomb shelter with a badge worth wearing.

Tom's Cellars has been hand-picking independent beer in North Turramurra since 2010, and had quietly built one of the deepest craft ranges on Sydney's Upper North Shore: more than 700 limited-release beers, held in a cellar beneath the shop floor. The problem was legibility. From the street it read as a neighbourhood bottle-o, and the best thing about the place was a secret you only discovered once you were already inside.

Rear view of a cyclist riding along a gravel road with mountains in the background

Rear view of a cyclist riding along a gravel road with mountains in the background

We gave the cellar a name and an identity of its own. Beer Bunker treats the room downstairs as exactly what it is, a stockpile, with a hop-and-fuse mark, hard-edged type and a limited-release badge that flags rarity on shelf. The system runs across signage, in-store, packaging and social, with the cellar itself art-directed and shot so the density of the range carries the story.

Side view of a cyclist riding on a dirt road in warm evening light

Side view of a cyclist riding on a dirt road in warm evening light

Aerial view of a cyclist riding across sand with dust trailing behind

Aerial view of a cyclist riding across sand with dust trailing behind

Gravel bike positioned outdoors with mountains in the background

Gravel bike positioned outdoors with mountains in the background

The new logo helped the Bunker turn depth of range into the reason to make the trip, giving a suburban independent a destination brand rather than a well-kept local secret.