City of Moreton Bay Council: Pour & Explore – Craft Beer, Wine & Distillery Trail Map

The Challenge

The City of Moreton Bay wanted to showcase its booming craft beer, wine and distillery scene while supporting local businesses and attracting visitors. They needed more than just a map. They wanted a creative, engaging experience that celebrated local producers and inspired exploration.

Our Approach

The project was developed in close consultation with Blair Brown and the Agricultural Economic Development team from The City of Moreton Bay Council, to ensure it celebrated the region and supported local businesses.

We treated the project like brewing a great craft beer: with the right ingredients, time, and care.

• Discovery & Engagement – We connected with local craft beverage producers and distilleries to gather stories, imagery, and insights. Through interviews, we curated what made each business unique and crafted text designed to entice visitors to their locations.
• Concept Development – In workshops and strategy sessions, we devised the name Pour & Explore. We wanted a name that captured the joy of discovering the region (“Explore”) while being broad enough to cover all types of drinks (“Pour”). The alliteration added a playful, memorable edge, perfectly reflecting the spirit of the trail.
• Collaborative Creative Strategy – Our two designers brought complementary strengths. One focused on corporate-style precision, structuring the map and formatting the text for clarity and readability. The other brought a playful, illustrative flair, creating custom icons and whimsical design elements. Some quintessentially Moreton Bay elements were hand-drawn, including a passing humpback whale, our famous ibis, and locally grown fruits, adding a local, authentic touch. This collaboration perfectly balanced structure and creativity, resulting in a map that was both functional and visually engaging.
• Design Development – Concepts were iterated and refined in consultation with council, stakeholders, and local businesses, ensuring every element was purposeful and on brand.

“Brand Hero did a fantastic job with the concept. We wanted to showcase our businesses and add a little creative flair.
They consulted thoroughly with Council and industry and produced the pour and explore map for all to enjoy.”

Blair Brown,
Principal Industry Lead, Food & Agribusiness
City of Moreton Bay Council

What’s Next

After delivering the Trail Map, there are exciting opportunities to expand the campaign across multiple channels and formats, building on the momentum of the launch:

• Folded, pocket-sized printed maps for visitors to carry easily
• QR codes at each location linking users to interactive content
• A branded website or landing page to host maps, updates, and featured business profiles
• Printed items such as stickers, bags, or vouchers to encourage visitation and engagement
• Branded signage at participating venues, including rigid signs, decals, and trail markers
• A social media campaign to raise awareness and create shareable moments
• A video campaign showcasing the trail, telling the stories behind the breweries and distilleries, and celebrating the region’s unique culture

These initiatives aim to further support Moreton Bay’s craft producers, enhance visitor experiences, and create lasting engagement with the region.

Why It Matters

This project demonstrates the power of collaboration, strategy, and creativity. By combining local insights, complementary designer skillsets, and thoughtful storytelling, including a name designed to capture attention and imagination, we helped the City of Moreton Bay deliver more than a map. We created an experience that celebrates place, community, and small business.

For more information on Brand Hero’s internal graphic design capabilities, get in touch with us today.