The Napoleone family are Yarra Valley legends, having put down roots (literally and figuratively) over 70 years ago. And with a deep connection to this place — and their passion for making — in their blood, the new generation of Napoleones’ are setting a new course for the family business by reinvigorating their range of craft beers.
They say it takes a lot of good beer to make great wine — so the new brand needed to celebrate everything that makes the Yarra Valley so special — the people, the landscape and the lifestyle — while also conveying a fresh energy and modern edge to signify a new chapter for the family business.
Built from the ground up — from strategy, to naming, to creative — Detour communicates both the family’s shift from fruit growers to beer brewers while also representing the detour we want others to take — one that leads away from the daily grind and towards beer. Inspired by this navigational namesake, the creative language takes its cues from classic road sign iconography. This bold chevron motif has a dynamic, directional quality that enhances shelf presence and creates a distinctive presence in an increasingly crowded category.
- BRAND STRATEGY & STORYTELLING
- CREATIVE CONCEPT DEVELOPMENT
- DESIGN DIRECTION
- IDENTITY DESIGN
- PACKAGING DESIGN
- BRAND ARCHITECTURE
- FINISHED ART