Damien Vella’s packaging design for Tainted Love by Matilda Bay Brewery introduces a fresh and modern aesthetic to the craft brewery’s portfolio. The clear glass bottles showcase the vibrant color of the beer, and the design’s playful and clean logo and typeface evoke a sense of good times and refreshment, capturing the brand’s essence. The label’s narrative on the rear, narrated by a rescued cherry, adds a striking touch by highlighting the beer’s commitment to sustainability and second chances, making Tainted Love an inviting and socially conscious choice for both beer and non-beer enthusiasts alike.
Matilda Bay is Australia’s Original Craft Brewery. Founded in 1983, the company is best known for traditional craft beer brands such as Redback, Alpha Pale Ale, Dogbolter Dark Ale, and Hazy Lager. The Tainted Love brand brings something new to the Matilda Bay portfolio; with its fresh and modern look, the target market is a younger demographic that aren’t necessarily craft beer lovers. With its clear glass bottle, the vibrant colour of the beer is on full display, attracting the attention of consumers looking for natural wines, pet nats, and rose.
The fresh and clean logo and typeface combined with the playful nature of the brand evokes feelings of good times and refreshment… The rear of the Tainted Love label states: ‘“Being saved from landfill is a dream come true. After being picked, we’re usually loaded onto trucks and taken to a market. If our looks aren’t perfect and we’re not bought by anyone, we can find ourselves without purpose in life, facing a certain death. But luckily, there are people out there who are dedicated to rescuing us and giving us a second chance…” Cherry’. Expertly crafted in the Yarra Valley by blending perfect locally grown cherries and ‘rejected’ cherries, Tainted Love is a vibrant new-wave beer that’s ideal for sharing. It’s fresh, fruity and complex and the perfect drink for beer drinkers and non-beer drinkers alike. Delicate carbonation lifts the bright flavours over the palate towards a refreshing finish.
