Good George Brewing
Good George began as a bold idea among friends in Hamilton: to create great beer that breaks away from the bland and mass-produced. In 2011, they transformed the old St George’s Church in Frankton into a brewery and dining hall, giving rise to a brand that would become a staple in New Zealand’s craft beer scene.
THE SOLUTION
We partnered with Good George to develop their original brand identity, crafting the now-iconic logo that has become synonymous with their name. Our work extended to designing posters, coasters, vehicle signage, and other collateral, ensuring a cohesive and recognisable brand presence across all touchpoints. Custom illustrations really drove home the artisan feel part of the brand and helped them stand out as unique, and is still a large component of their now updated international brand.
THE RESULTS
The branding we created laid the foundation for Good George’s expansion into multiple locations and product lines, including cider, gin, and non-alcoholic beverages. Their commitment to quality and community has kept them at the forefront of the industry, and we’re proud to have played a role in their journey.
Brand design | illustration | graphic design | packaging | signage
illustration & brand personality
Illustration helped breathe life into the Good George brand — bringing a sense of craft, personality, and originality. It reflected the artisan nature of their products and added a playful, human touch that made the brand instantly recognisable and memorable.
“Having the right look and feel for Good George was very important in the development of this new brand. The team at Brand Refinery (formerly KT Design) did a great job. They quickly grasped what we were trying to do with this project, they worked with us to make sure they understood our goals and then they nailed the creative. From the brand identity, to printed collateral, vehicle signage and on to venue execution they cracked it all.”
Nathan Sweetman – Director, Good George Brewing – Phoenix Group
