To create a new craft beer brand that leveraged its local brewery positioning, while being premium with an authoritative attitude.


The Governor brewer was a certified master brewer and was all about returning to craft values and doing it right. Our blank canvas brewery was located in Grey Lynn. With a bit of research we discovered that Governor Grey had established Grey Lynn back in the 1800’s so it wasn’t a big leap to arrive at a name – Governor.

This name not only established an authoritarian positioning, it facilitated an opportunity to speak to values, be they community or other. In the context of our beer, it lead to the tagline – ‘Beer As It Should Be,’ and then we applied the same principles to our design; clean, crisp, no bullshit. As it should be.


  • Stocked in 26 on-premise establishments across Auckland
  • Stocked in 19 on-premise establishments outside of Auckland
  • Stocked in 4 off-premise retail chains nationwide
  • The brewery was sold in under 3 years