Feral Brewing Company is one of the biggest Australian independent breweries, which has a substantial group of dedicated followers all over the World. Feral is 11 years old now and his beers - Feral White, Smoked Porter, Sly Fox, Hop Hog are the closest to ideal according to The Guardian. However, despite loyal consumers, Feral brand was unknown to wider audience. Designers were asked to create strategy that will encourage the brand, create shelf impact and increase the sales. Work began with building a products line, consistent labels in opposite to current designs that were quite sloppy resulting in chaotic communication and brand identity. In the same time team created exceptional, a little bit provocative brand personality - honest, bold, focused on the best. What is more interesting in this project designers made label visuals by hand and bought an old photocopier to create an authentic effect.