Goldfields Brewery
A bold new identity for a heritage-inspired brewery
The Objective
Goldfields Brewery, the first artisan brewery in Southern Cross, Western Australia, needed a distinctive brand identity to stand out in the highly competitive craft beer market.
Situated in the historic gold mining town of Southern Cross, the brewery aimed to capture the rich community spirit of the region while becoming a must-visit destination for both locals and tourists. The challenge was to create a brand that differentiated itself from the CLUB Hotel where it was based, while also setting it apart from established national and international breweries.
The Solution
Dovetail developed a unique and ownable brand identity that honoured the heritage of the Yilgarn region while embracing the fun, larrikin spirit of Australian beer culture.
Name Development - After extensive research and trademark cheques, “Goldfields Brewery” emerged as the clear winner—strongly connecting the brand to the entire gold-mining region with future expansion potential.
Beer & Cider Naming - A family of eight unique beer and cider names was created, each reflecting the history and character of the area.
Visual Identity - A bold, colourful brand palette and structured labelling system ensured the brand was memorable, distinctive, and ready for future product expansions.
Merchandise Design - Additional branding elements extended across t-shirts, beer runners, stubby holders, and other merchandise, which proved highly successful at the CLUB Hotel.
The Result
Goldfields Brewery successfully launched with strong local engagement, establishing itself as a key tourist attraction in the Yilgarn region. The distinct branding helped build immediate recognition, and the Sticky Beak beer won a bronze award, further validating the brand’s appeal and quality.
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.