The three lads from Black Hops Brewery (Burleigh Heads, Gold Coast) came to me in late 2015 with a request to help them rebrand. Playing on the military pun of their name “Black (H)ops” they were concerned their current military style logo was going to pigeon hole their audience. Wanting to be more accessible to a wider demographic it was my job to balance the act of not turning my back on their military past, yet infuse a sense of approachability so that it wasn’t just young play station loving men that loved to sample their fine tasting craft beers. Check out this blog post from Black Hops that documents the process, including a conference call I had with the boys at one of the key design stages. Classic listening, scattered with colourful language.