Mash Brewing

Branding and packaging for a leading Perth brewery

Brewing tradition, crafting innovation. Mash Brewing, proudly rooted in Western Australia, partners with PWD to embark on a daring new brand journey. Under the banner of “Modern Rebels,” Mash Brewing pushes the boundaries of brewing, reshaping its core range and brand identity.

Branding Workshop

Marketing Strategy

Overview

Since 2006, Mash Brewing has been part of Western Australia’s craft beer story. With an award-winning core range and a reputation for bold, playful limited releases, Mash had the brewing talent but lacked the unified brand and digital presence to match.

The team wanted to:

Modernise their core range and visual identity.
Position themselves as a serious competitor among leading WA breweries.
Build recognition around a flagship “hero beer.”
Improve customer engagement at their Swan Valley and Bunbury venues.
Re-establish trust with the Perth craft beer community after a mixed brand history.

Mash Brewing needed a full brand and digital overhaul, not just to refresh their look, but to set the business up for sustainable growth towards a target of one million litres produced annually.

Challenge

This project required tackling both perception and presentation.

Inconsistent branding
The existing brand lacked cohesion. Conflicting design styles, from retro packaging to palm-tree themed landing pages. This caused Mash to not have a clear identity or voice.

Market perception hurdles
Among Perth’s beer enthusiasts, Mash had a reputation for “hit and miss” beers. Past issues with packaging and transparency had left lingering doubts, particularly within the Perth Beer Snobs community.

No flagship product
While competitors like Nail and Rocky Ridge had iconic beers leading their ranges, Mash had no clearly defined hero beer. This limited cut-through in bottle shops and hospitality venues.

Digital gaps
Despite 11k+ engaged followers, Mash had no structured marketing plan. Social media was ad-hoc, loyalty programs went unpromoted, and limited releases weren’t supported with hype before launch.

Venue experience
Both Swan Valley and Bunbury locations needed stronger visibility, clearer signage, and a better framework for promoting food, merch, and events.

The Solutions

Modernised brand identity

Refreshed the core range with a vibrant new design system.
Applied subtle refinements to the Mash logo for versatility across digital and packaging.
Balanced heritage with innovation, aligning their adventurous seasonal beers with a more credible, consistent brand.

Strategic marketing framework

Developed a structured two-month rolling social media calendar with organic and paid content.
Leveraged Mash’s existing audience with competitions, influencer partnerships, and PR features.
Proposed relaunched the Friends of Mash loyalty program to drive repeat visits and venue engagement.
Clearly differentiated Swan Valley and Bunbury venues online, ensuring tailored promotion for each.

Results

A mostly white image by Westfill Group features a faint diagonal white stripe running from the top left to the bottom right, blending into a light grey background.

A refreshed core range design that stands out in bottle shops and reflects Mash’s adventurous spirit.

A mostly white image by Westfill Group features a faint diagonal white stripe running from the top left to the bottom right, blending into a light grey background.

A stronger, unified digital presence that builds hype around new releases and deepens community engagement.

A mostly white image by Westfill Group features a faint diagonal white stripe running from the top left to the bottom right, blending into a light grey background.

Awesome website concept, should they choose to pursue a new website.

A mostly white image by Westfill Group features a faint diagonal white stripe running from the top left to the bottom right, blending into a light grey background.

Event campaigns and family-focused initiatives boosting venue trade.

A mostly white image by Westfill Group features a faint diagonal white stripe running from the top left to the bottom right, blending into a light grey background.

Positive re-engagement from Perth’s beer community, helping shift brand perception from “hit and miss” to consistent and credible.

A vibrant collage of four scenes—from a woman with headphones to a surfer by the ocean—captures life’s energy with colourful, retro backgrounds, inspired by the lively spirit of Mash Brewing.

A woman wearing a black beanie and leather jacket sits on a motorbike, looking at the camera with a serious expression. In the blurred, hilly landscape behind her, a Mash Brewing craft beer brewery is faintly visible under the cloudy sky.

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