When I was asked by the team at Landor & Fitch AU to help them reimagine the story of James Squire, I was spoilt for choice with visual inspiration to draw from. A rogue outlaw turned master brewer? Chicken thief? Highway robber? Sign me up. Widely known as Australia’s original mainstream craft beer brand, I was tasked with creating a selection of illustrated tapestries depicting the legend of James Squire across their full product range. 

‘Status meets swagger’ posed the perfect opportunity to showcase a true rags to riches story through a carefully curated series of bespoke illustrated assets which helped give a refreshed visual identity to the brand in an undeniably competitive market.