Valley Hops. Brewing a local legend
from the ground up.
A new rooftop brewery in the heart of Fortitude Valley.
It needed a name and brand that could hold its own in Brisbane’s booming indie beer scene — and feel like it had always belonged.
Unlike many stripped-back breweries, this one offered a more elevated experience: beer brewed on-site, on the rooftop, served in a glam setting of stone, brick and metal finishes, lush plant life, a fire pit, and a bespoke leadlight behind the bar.
The project
14 Month duration from product and venue concept to completion. The brand had to feel authentic to the Valley and to the hospitality group, who’ve operated locally for over 25 years. It had to resonate with locals and scale seamlessly across everything from tap decals to digital campaigns.
Strategy
Position Valley Hops as Fortitude Valley’s brewery — proud and independent. Build the brand around the history, people, streets and spirit of the Valley: a place full of character. No gimmicks.
Execution
From naming through to brand identity, tone of voice and design system, every element was crafted to feel grounded and local. The tone was authentic, character-driven and inviting. Visually, the brand came to life through close collaboration with the interior designer, leadlight artisan and construction team — shaping custom details like the entry gate and bar backdrop to align with the brand story.
Outcome
Valley Hops launched with a distinct, confident presence. The brand has been embraced by locals and visitors alike, helping the venue cut through in a saturated market and building a loyal following for its beers, wood fired pizzas and rooftop experience.
My role
Led brand strategy, tone of voice development, visual identity, art direction, copywriting and creative direction — across all touchpoints from press releases to venue branding to launch campaigns. This included designing the bespoke leadlight and working on site with leadlight craftsmen to ensure its successful execution.
Contribution and learning
This project reinforced the value of early, deep collaboration — and the power of local storytelling when it’s done with honesty. Being involved from concept meant the brand could shape the experience at every level.