All kinds of different

It’s the best way we can capture this melting pot of the everyday and the unexpected that is Surry Hills. The vibrant awesomeness and the chilled out relaxation, the natural beauty and the urban buzz, the salt of the earth & the theatrical. Everyone’s got a story to tell. It’s not always turned up to 11, but it can be if that’s your thing. 

Surry Hills has long been a haven for the most curious of characters. From the strong women of the underworld, to the eclectic crowds of today, anything goes, and everything is unexpected.

From Kate Leigh to the modern diva, tattoos and bin chickens. Nothing celebrates the eclectic mix of Sydney than the diversity of its inhabitants. With a base in Surry Hills, Sydney Brewery is a celebration of this eclectic mix from its customers to the product range itself.

Inspired by the truth of our place & our people. 

Sydney Brewery was founded by an eclectic and diverse bunch of guys & girls in a 100 year old brewpub in the heart of Surry Hills, the vibrant melting pot on the fringe of the CBD. People from all walks of life coming together with one vision - to make exceptional beer for all kinds of people.

It was clear that the existing branding was too Sydney-centric, alienating drinkers that weren’t in on the Sydney references. The team ultimately wanted a brand everyone can enjoy and relate to. 

Our biggest job was to reframe and reset the brand to better reflect their independent character and  invite our drinkers into the authentic grass roots version of their city.

By designing to Sydney Brewery’s truth rather than category trends, we were able to create a unique creative positioning that can stand the test of time.

Driven by their eclectic home, bold independence and welcoming nature - Sydney Brewery is all kinds of different.