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Case Study

The Client

Asia Pacific Breweries (APB)

"The Archipelago Brewery (Archipelago) range of beers was launched in Singapore on 24 July 2006. Three variants of the Archipelago craft beers namely Traveller's Wheat, Straits Pale and Traders Brown Ale have been launched exclusively at Archipelago’s flagship outlet located at 79 Circular Road in Singapore.

Devoted to the art of brewing, Archipelago is set to grow the love for its signature craft beers which are uniquely Asian, amongst beer connoisseurs in Singapore.

The launch of Archipelago is consistent with APB’s objectives to add a new dimension to Singapore’s beer industry; and to continue to grow its presence and stature locally."

The Challenge

Extending from the main branding produced by the company’s agency, we were tasked to capture the spirit of adventure, romance and craftsmanship of the original 1930s Singapore brewery’s range of bespoke handcrafted beers in a series of marketing collaterals that were to be introduced at its world premier launch in Singapore as well as a variety of point of sale materials and a sales kit.

Datum Branding’s Solution

To reflect its lineage of “authenticity, tradition and quality," we developed the look and feel of these materials that captured and expressed the company's distinguished heritage. Rich materials such as craft paper, Old World style typography and woodcut-inspired illustrations further communicate a spirit of authenticity, tradition and quality to create a high touch and nostalgic personality to the brand.



“Thanks Karen, for all
the great work done. The brand presents itself beautifully now.”

Ms Andrea Teo, Head of Innovations
Asia Pacific Breweries Singapore