Beer label brews up award for Searchlight

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By TRACEY ROXBURGH

Queenstown’s Searchlight Brewery’s just won a national award for one of its labels, a collab between the brewery and some of the resort’s top female skateboarding talent.

The Ladies of Dogtown hazy pale ale’s label (pictured) was shot by local skateboarder and photographer Melissa Clark, capturing fellow skaters Ella Dubson and Michelle Nguyen cruising through Queenstown streets.

The label took the top prize in the GABS Label Design Awards New Zealand from 55 entries across the country, voted on by consumers before going to a panel of six heavy-hitting industry judges representing packaging, beverage marketing, graphics, brand marketing, and beer industries.

 

 

 

 

 

 

They commented the imagery on the label is ‘‘perfect’’, the visual approach is ‘‘really  interesting’’ and how ‘‘surprisingly underused’’ photographic treatments are on beer artwork.

‘‘This in itself really stands out.

“The full image is a lovely piece of photography.’’

Established by Lewis Gaskin in 2017, Searchlight set up shop at Industrial Place, building most of the brewery with his bare hands.

Just last week the brewery changed hands, and is now majority-owned by Cardrona-based
Sharon White and Clayton Fraser.

Fraser says the award’s a major coup.

‘‘When you think about how many breweries there are in NZ now, there’s a huge amount … and there’s a lot of creative [labels], a lot of cool ones coming out, so to come up trumps is pretty major.’’

tracey.roxburgh@scene.co.nz