Getting Salted

Whistling Sisters Beer Co

Brand development

Whistling Sisters Beer Co. is a new craft beer brewery and restaurant in Ghuznee st, Wellington.

They make beers for lovers of lighter, subtle styled craft beer including a Red Pils, XPA, Golden Ale and Coconut Stout. All this comes from ‘The Fermentery', a buzzing brewery and restaurant complex, almost a ‘concept’ eatery / brewpub. It is a hive of invention and tinkering, where the Whistling Sisters beers are brewed, served alongside other outstanding Wellington brews, matched with tasty and surprising dishes.

The motivation for Whistling Sisters comes from Karen Louisa, the Scott families beautiful daughter and sister who they lost to breast cancer in 2015. This inspired the Karen Louisa Foundation to honour her memory and fund research into secondary (advanced) breast cancer. Whistling Sisters is a way to help that Foundation keep going and give back. 

The Scotts, with over 30 years of hospitality in Wellington certainly know how to give people a good time. They started Flanagans and the Backbencher and more recently are known for The Featherston, Leuven and Ombra.

Salted Herring started on the Whistling Sisters journey near the beginning, towards the end of 2016. After getting to know the family and their dream we worked up a brand strategy that was true to them, exciting for their team to live and that would stand out in a very saturated market. We had to create a beer brand that would resonate with a very sophisticated, young(ish), professional, well travelled, gender neutral and fun loving Wellington crowd. The brand ethos we developed is all about ‘delighting customers with unexpected experiences’. We created a personality that is warm, cultural, refined, playful and very Wellington. And the brand visual expression celebrates the crafting and making inherent in craft beer and the great food the team love to serve.

The name we came up with, Whistling Sisters, is a nod to the back story as well as an expression of the spirit of loving your work (and whistling while you’re at it). We then created a logo with a visual language that worked with the old building (known to most as the Salvation army) and the industrious energy of the brand. The use of the strong black line gives a busy, energetic feel and is a handy device to bind the brand in many different contexts. The imagery is a little surreal and unexpected and very much about the good times to be had with the Sisters.

We have been involved with all creative aspects of the brand so far: from brand strategy and logo design to beer labels, art direction of the interior, advertising, t-shirts and bikes, glasses and tap badges. And the rollout has just begun… watch this space.

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