# City-Specific Beer Branding The Foster's Redesign by BrandMe Focuses on Melbourne By Jamie Danielle Munro | Published 2014-05-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/fosters-redesign References: [lovelypackage](http://lovelypackage.com/fosters-2/) & [brandme-uk](http://www.brandme-uk.com/) BrandMe was in charge of the [Foster's redesign](https://www.trendhunter.com/trends/edinburgh-gin-redesign) in Australia, focusing on how the beer has its roots in Melbourne, and attempting to sell the beer as the perfect way to refresh oneself in the summer. As such, the circular section of the beer can is a touch more radiant than the last one done in 2010, and the package has [rays of light shining](https://www.trendhunter.com/trends/big-hug-1) from behind. This attracts those who feel thirsty from the summer heat, as the beer can is placed in front of these illustrations, looking like the ultimate relief to hot weather. To focus on the city of Melbourne, BrandMe put the name of the city at the base of the can, so that people could also associate the beer with this Australian metropolis to the south. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 66% | Activity: 44% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Localized Branding:** Opportunity for breweries to create city or region-specific branding to attract target consumers and increase brand loyalty. - **Summer Beverage Marketing:** Opportunity for beverages to capitalize on the summer season by focusing marketing efforts on refreshing and quenching thirst. - **Packaging Design Innovation:** Opportunity for packaging designers to create visually appealing designs that showcase a beverage's brand and refreshment value. ### Industries Being Reshaped - **Brewing Industry:** Localized branding and packaging design innovation can differentiate beer brands and appeal to the preferences of specific city or region markets. - **Beverage Industry:** Summer beverage marketing and packaging design innovation can be leveraged to attract target consumers and increase sales during the summer season. - **Packaging Design Industry:** Packaging designers can collaborate with beverage companies to create visually appealing designs that showcase a beverage's brand and refreshment value, potentially leading to increased sales and customer loyalty. ## Related on Trend Hunter - [Australian Beer Revamps](https://www.trendhunter.com/trends/tooheys.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Redesigned Bold Beer Brands](https://www.trendhunter.com/trends/peroni-smith-lumen.md) - [Refreshing Cherry Beer Labels](https://www.trendhunter.com/trends/tainted-love-beer.md) - [Californian Brewery Branding](https://www.trendhunter.com/trends/figueroa-mountain.md) - [Revamped Canned Cocktail Branding](https://www.trendhunter.com/trends/canteen-spirits-1.md) - [Location-Specific Beer Can Designs](https://www.trendhunter.com/trends/edmonton-beer-can.md) - [Country-Conjoining Beer Can Designs](https://www.trendhunter.com/trends/one-shared-star.md)