Reinforcing the Forever Original brand idea, we split the Book of Original in two – folding opposite ways and meeting perfectly in the middle. A printing method never attempted before. This was designed to help us tell both sides of the brand story and pay homage to both sides of the Coopers family. 

FOREVER: One side focused on the 160-year independent history of the brewery.

ORIGINAL: The attitude and approach to brewing beer on the other side. 

When combined, these two sides create a brand idea that’s fiercely independent and will never succumb to fads or trends. Coopers is a brand that rolls its own way. We landed on a considered layout design, with confident use of space and dynamic photography and crops, in keeping with the new drinker communications we created for the brand in OOH, print, POS, VM and TV.

The Book of Original’s scale was made to be identical to the specs of a 6-pack (3×2 cans stacked) of Coopers Pale Ale (the green one) in size and weight – approximately 2.42kg.