This Is Beer Country
Travla Beer

  • Travla Beer, an Australian brand rooted in travel culture, approached us with two grounding ideas: Australians colloquially refer to beers brought along on trips as “travlas,” and the campaign should celebrate the spirit and landscape of Australia. The only mandated line was, “This is beer country.” From that foundation, we were tasked with developing a campaign platform that felt distinctly Australian, visually iconic, and adaptable across channels.

  • I developed multiple creative territories for consideration. One leaned into self-aware Australian humor, incorporating culturally specific imagery such as swooping magpies and kangaroos. Another placed the Travla can directly within sweeping Australian landscapes, positioning the product as a travel companion. The selected direction distilled the idea further: a series of three hero visuals in which Australia’s natural landscapes emerged from the silhouette of a beer can — transforming the product into a literal vessel for place and identity. The approach balanced restraint with impact, allowing the line “This is beer country” to feel declarative and iconic.

  • The final campaign direction was selected for its clarity and scalability, providing Travla with a distinctive visual platform that connected product and place in a single, memorable gesture. The work reinforced the brand’s travel-centric identity while celebrating Australia’s landscape in a way that felt bold, modern, and inherently local.

A green landscape with a river winding through trees and mountains, viewed through a can-shaped frame with the text "This is beer country." at the top and "Trava" at the bottom.
A promotional poster for Travla featuring an aerial view of a beach with waves, sandy shore, and lush green forest, framed within a smartphone outline. The text at the top says "This is beer country."
Two kangaroos fighting in a grassy area with trees in the background. Overlaid text reads 'This is beer country.' A can of beer with the Trava logo and a slogan 'Don't Fence Me In' is visible in the bottom right corner.
A woman wearing a blue jacket, sunglasses, and a bicycle helmet, smiling while riding a bike. A magpie with black and white plumage is perched on her shoulder. In the background, there is a can of Tralya lager and a sign that says 'Don't Fence Me In,
Beach scene with two kangaroos on white sand, two children walking in the background, ocean waves, and distant islands. The text 'This is beer country' and a Tralya beer advertisement with a can and the words 'Don't Fence Me In'.
A large can of Travla Australia’s Lager beer on top of a rock formation on the Great Ocean Road, with the ocean, cliffs, and rock formations in the background, and the phrase "This is Beer Country."
A hiker standing on a cliff overlooking a mountain landscape with layers of mountains in the distance. A can of Travla beer is edited into the scene, and a bold text in the upper left reads 'THIS IS BEER COUNTRY.'
An aerial view of an Australian town or settlement in a desert landscape with a large can of Travla beer in the foreground. Text on the image reads, 'This is Beer Country.'
An illustration of a desert landscape with sand dunes, a single tree, and birds flying in the sky, viewed through a can-shaped opening. The background is orange and there is white text above and below the image that reads 'This is beer country.' and