• Elegance.

  Beng designed a unique logotype for Shady Lady. A formal upper case and elegant cursive typeface were designed to appeal to women and differentiate Shady Lady in a busy marketplace.

  The bottle was to be screen printed, so a bold vector logo was designed for the job.

  

• Designer bottle.

  In a fast moving consumer good like beer, packaging is everything – it is your point of sale. Beng created an elegant bottle for Shady Lady, drawing inspiration from an upturned champagne flute.

  The pack size, determined the most appropriate by Beng, is only 250mL, allowing women to keep up with their male counter parts, and creating a bottle that comfortably fits into a woman’s slender hand.

  

• Fairytales.

  Beng created a story behind Shady Lady, based on Chel’s personal life and how the beer was incepted.

  The copy is written like a fairytale of a woman who after a recent break up was looking for some comfort in a quiet beer, something she could not find for her tastes. The story sets the scene for future Shady Lady beers to come and continue the story.

  

• Born to shop.

  The web as a distribution channel is vital to a new start up like Shady Lady. Due to a limited roll out budget, a consumer site was developed with online shopping allowing Shady Lady to be purchased around Australia.

  As the widespread publicity machine starts to work for Shady Lady needs an instant channel to market to capitalise on that interest. The site is fun, informative and easy to purchase from.

  

• Flagship product.

  Chel requested a rose beer be developed for the initial product to grab attention and stand out in a crowded market place. Beng was mindful that the launch of the Rose Infused Lager was to generate a publicity buzz ready for a mainstream non-favoured lager to come next.

  Beng has designed an entire brand architecture behind the launch product ready to roll out in several months time.

  

Motivation.

Shady Lady Beer is a start up beer company created to launch beer products specifically for the female drinking market.

Shady Lady was launching their very first product on the Australian market, a rose flavoured lager aimed to create a sensation in the market and create interest.

Overview.

Owner of Shady Lady Beer, Lili Chel, was confident in her vision – women had never had a beer designed and targeted exactly to their tastes and desires. The coming of Shady Lady was well overdue.

Beng was employed to create the face of this start up brand; from packaging, website, print and strategic brand architecture for future beers in the range.

Inception.

Shady Lady is about to launch with a bang. The focus groups have relayed positive feedback and the sales reps are primed to start selling. Interest from major retailers has already been gauged. Look out for Shady Lady in stores in mid 2010.

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Launching soon

From the client.

“Our focus groups have all adored the bottle. The elegant design positions our beer as something very special and unique, even luxurious.”

Lili Chel
Founder