Tasmania-based J Boag & Son, one of Australia’s most celebrated premium brewers wanted to launch a new beer—with a light gold color, a distinctive citrus hop flavor and a less bitter taste—aimed at young adults. The challenge for Melbourne-based Perks Design Partners was to create a brand and packaging that would appeal to the notoriously fickle target market. The name and package illustration are derived from a motif of St. George slaying the dragon, first used by the brewery in 1881. While the label design has traditional beer cues, the use of metallic stock and an elegant slim-line bottle provides a contemporary look. Furthermore, rather than a conventional six-pack, the beer is sold in a four-bottle carry pack. Following a successful launch in Tasmania (with sales 155 percent ahead of forecast) St George. is now being sold throughout mainland Australia.