Bastion Brands Melbourne raises the friendship stakes with new brand positioning for CUB

A vision to become ‘the beer company loved by Australians’ inspired Bastion Brands, Melbourne to create CUB’s new ‘Raised in Friendship’ positioning.

Following the demerger of Fosters beer and wine businesses, CEO John Pollaers called upon brand experts Bastion to get to the heart of what its beer business wanted to be and its place in society.

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Using its BE Brands philosophy, Bastion spent 10 months inside the business and surmised that in a world that has become increasingly overregulated and politicised, CUB had stopped reminding consumers of the benefits of beer to society.

Following a series of BE Sessions with CUB employees in 6 locations around Australia, Bastion established a new brand belief that staff could feel truly proud of: We’re united by the bond only a beer can create and a belief that if a whole lot more people raised a beer in friendship, the world would be a better place.

This belief led to the new positioning line for the iconic Australian brand – ‘Raised in Friendship’ – that will be used in all internal and external communications. It also led to Bastion partnering with Cornwell Design to create a new logo for CUB (left).

“Raised in Friendship calls on CUB to tell its story and promote its worth in the community. As such, it’s more than a slogan – it’s a cultural reminder of why working at CUB is important,” said Simon Hammond, executive creative chairman of Bastion.

“The corporate belief, external slogan and new brand ID we have developed create a sense of tribal belonging inside the new CUB,” added Hammond. Bastion also created a new manifesto for the beer brand and captured it in a two minute brand film, produced by Chocolate Studios.