Tiny Mountain.
Big on beer, big on character.
A North Queensland brewery with a big personality.
Previously owned by Lion, the business had changed hands and was now independently run.
The brand needed a new voice, clearer positioning and a refreshed purpose to reflect what it had become, while retaining the name and visual identity.
The project
I led the strategic and creative evolution of the brand, retaining the visual identity while reshaping the strategy, tone and storytelling to reflect a more local, independent voice. The new purpose: to celebrate the little things together, with big, refreshing beers, guided everything from the product to relaunch campaign.
Strategy
Position Tiny Mountain as a brewery where the beers are big and the worries are small. Use contrast as a creative asset: pairing the name with bold flavour, playful tone and a proud local spirit.
Execution
I developed the brand strategy, tone of voice and creative direction, from packaging copy, seasonal stories, teaser campaigns and internal brand documentation. The tone was built around three core characteristics: playful, casual and proud. I wrote the brand voice, campaign messaging and teaser lines designed to reintroduce Tiny Mountain with confidence and momentum.
Outcome
Tiny Mountain relaunched with a clearer identity, a stronger voice and a refreshed purpose. The brand now has a confident foundation to grow, with the right blend of character, clarity and North Queensland charm. It’s proudly indie, proudly local and unmistakably Tiny.
My role
Brand strategy, tone of voice development, naming, copywriting and creative direction across the core range, limited releases, campaigns, teaser content and internal brand toolkit.
Contribution and learning
This project showed the value of meeting a brand where it’s at by evolving what works, refining what doesn’t and bringing clarity to how it all connects. It also reinforced how voice can be a powerful driver of identity, especially when used consistently across every touchpoint.