We stand by what we say.
Project ‘Brave’ is Passport’s own initiative to launch a set of boutique brands which commit to a brave idea. It's an opportunity to test the theory that brands can be powerful enough to exist without traditional advertising, providing it has an idea that is single minded, engaging and relevant to
the market.
It enables us to immerse ourselves further into the marketing world with insights into product
manufacturing, distribution, trade relationships, promotions and sales strategies, all of which aren’t typically part of our project scope but can be applied to many of our clients’ brands.
Black Betty is a local Melbourne beer, inspired by an insight that mainstream beer was having little cultural relevance in the smaller live music venues around the city. It’s a brand dedicated to earth roots rock and roll and has aspired to a consumer group seeking anti establishment brands and individualism.
We will launch a range of brands over the next few years, with the aim to challenge convention, build deeper understanding of progressive marketing and provide knowledge to our clients who are
looking for an alternative approach to brand design.
