Designer: Tom Clayton
Designer: Rachel Chew
Creative Director: Scott Larritt
Finished Artist: Tom Clayton
Design Manager: Audrey Mailhot
Copywriter: James Shackell
Photographer: Dennis Arthur
Photographer: Ruben Panggabean
Project Type: Produced
Product Launch Location: Oceania
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium Can
Printing Process: Flexography
Kura Kura (turtle in Indonesian) identified an opportunity to create a locally-brewed craft beer to set a new standard for beer in Bali.
Sold locally on tap at beach clubs and in cans at retail, Kura Kura’s vision is to become the new beer of Bali and expand distribution internationally to the rest of Southeast Asia and beyond. They intend on having a bold packaging system that can easily be distinguished in a busy, crowded bar, and retail environment.
With a product that tastes like Ubud and Jimbaran & smells like the breeze coming off Mt Batur—Swear Words created an identity and packaging that captures the visual cues of the modern Bali and the intrinsic attitude/language of Balinese life: freedom, relaxation, escape and compassion.
Kura Kura’s brand elements reference place and culture. Brand colours and patterns are inspired by the endemic textiles and iconography of the island. The symbol pays respect to the importance of the ocean coming to land, the flippery fin shapes of marine mammals, and the kites that occupy the expansive blue Balinese sky. Using all the elements of the identity, the cans are a colourful expression of a product that is alike.