The Brief
Create 'James Boag's Premium' brand image for use in packaging and point of sale. The image must continue the story from the other sub brands in the portfolio.

Approach
In the last round of Boag's premium development we changed the muddy river scene into a waterfall with rapids and rocks. This was primarily to add a sense that the water was being

cleaned and filtered by the rocks and the rapid flow. The treatment of that scene was an oil painting, which whilst achieving sense of story telling it wasn't really helping with the refreshment cues that Lion Nathan wanted to promote, so for the whole portfolio we used a more photo realistic styling.

In this round we continued the story from Boag's Draught. This time we are closer to the mountain.

The mountain itself is actually no bigger than it is in Boag's Draught, but we have made clever use of the scale of detail in the river and gorge to give the impression that the view is closer to it.

The river image here is a combination of 3D renders and photography. The mountain and canyon walls are created in 3D. The river is all photographic retouching.