Unstoppable was built around the idea of constant motion. At the heart of the campaign is the 3D round, the master brand device that represents momentum and connection. It became the anchor for the visual identity, a symbol of energy that never slows and a reminder that progress has no end point.
From this idea, the campaign expands into moments that highlight the athletes themselves. Each image captures them in their element, mid-stride or mid-thought, in that split second of pushing beyond what’s expected. These visuals are paired with short, powerful copy lines written as inner monologues. Together they reveal the mindset behind performance and the resilience that ties every athlete to the next.
The creative direction focuses on honesty and strength. Clean typography, authentic imagery and a restrained colour palette keep the attention on the athletes’ emotion and intent. Every design decision reflects movement, endurance and unity.
Unstoppable is more than a campaign. It’s a portrait of what it means to keep going when things get hard. A reflection of the spirit that runs through every athlete who wears green and gold, and a reminder that being unstoppable isn’t about perfection. It’s about never standing still.
We celebrated the iconic culture of Victoria Bitter by putting Aussie nicknames front and centre on VB stubbies. Recognising that VB has rewarded hard work for generations, whether on-site or in the office, we created a playful way for drinkers to earn their thirst and share a laugh with mates.
The campaign featured 60 bespoke stubbie labels, each personalised with popular nicknames. This approach turned a familiar product into a collectible experience, giving VB fans a sense of ownership and connection.
To extend the concept, we designed and executed matching carton packaging that carried the personalised stubbies nationwide. The packs reached VB drinkers everywhere and reinforced the brand’s reputation as a reward for hard work.
By combining humour, personalisation, and a nod to Aussie culture, the Knock-Off Nicknames campaign strengthened VB’s connection to its audience while giving the classic beer a fresh, playful identity.
The project demonstrated how a simple design approach could create both a social and collectible moment, turning everyday beers into something memorable.
Knock-Off With...
Victoria Bitter – Packaging Design – 2023