This Is Beer Country
Travla Beer

  • Travla Beer, an Australian brand rooted in travel culture, sought a campaign platform celebrating the country’s landscapes and the spirit behind the “travla”—the beer brought along on a journey. The challenge was creating a visual identity that felt distinctly Australian, iconic, and adaptable across channels.

  • I developed multiple creative territories before creating the selected direction: a series of hero visuals where Australia’s natural landscapes emerge from the silhouette of a beer can, transforming the product into a visual representation of place and identity. Through photo manipulation, compositing, and digital illustration, I created three distinct landscapes that balanced bold storytelling with a refined, premium aesthetic.

  • The selected campaign direction provided Travla with a versatile visual platform for digital and print applications, connecting the product, landscape, and travel culture through a unified creative concept.

Three outdoor bus stop advertisements featuring scenic landscapes with the caption 'This is beer country' and the word 'Travla' at the bottom.
An orange background with a jar-shaped photo of a desert scene, featuring sand dunes, a few trees, and birds flying in the sky. The text on the image says, "This is beer country." and at the bottom, it says "Travila."
A composite image showing a river winding through a green landscape, with trees and hills. The top part of the image is overlaid with a semi-transparent silhouette of a beverage can, and the text "This is beer country." is written in white at the top
A view of the coastline with beach, forested area, and ocean, seen through the cutout of a can in the image.