William’s
Organic
Pale Ale

As Australia's first organic Pale Ale, William's set out to earn its place on shelf not through claims, but through character — a brand built on the same integrity as what's in the bottle. The opportunity was to give an industry-first product a story and a presence worthy of the category it was creating.

I developed the brand story for William's Pale Ale, anchoring the identity in a vintage engraved portrait of its namesake, custom illustration and a bold, heritage-inspired typographic mark, set against a striking acid-yellow palette designed to stand out on shelf. The art direction carries that character consistently across the packaging system, giving William's the confidence to lead a category it was first to define.