GREAT NORTHERNUNLEASH THE MARLIN
- Brand Identity
Great Northern is one of Australia’s most recognised beers, born in Cairns in 1927 and synonymous with road trips, fishing weekends and knock-off beers in the sun. But while the brand had become part of the culture, it hadn’t yet become iconic. The challenge was to modernise the identity without losing its easygoing spirit. To bring new clarity, structure and scale to a brand built on simplicity. By unleashing the power of the Marlin, recasting ‘Up Here’ as a mindset, and rebuilding the system from the ground up, we helped Great Northern step confidently into its next chapter.
We began by unleashing the power of the Marlin. This symbol, used by drinkers to refer to the beer (“grab us a white fish”), had never been fully realised as a brand asset. We redrew it from scratch, refining details and rebalancing form to create a sharper, stronger icon. With positive and negative variants, it now works flexibly across all formats and finally leads the identity, not just decorates it.
We also introduced a custom typeface, Great Northern Condensed, rooted in the character of outback Queensland pubs. Inspired by hand-painted pub roofs, the typography is bold, confident and unmistakably local. The new wordmark carries a renewed attitude, combining bold proportions with crafted detailing, ready to sit on a badge, a slab or a billboard.
The packaging system was rebuilt from the ground up. We used a unified approach and simplified the hierarchy to create a consistent yet adaptable system across the range. From Original to Super Crisp, Zero and Ginger Beer. Clearly coded colours and strong type help customers shop faster. The Marlin anchors every layout, with placement optimised for cans, bottles and cartons.
Most importantly, this system wasn’t designed just for shelf. It was designed to scale. It now seamlessly extends to retail signage, digital, merch, and campaigns. Cohesive, confident and full of Aussie character, the identity now delivers impact wherever it appears.
