Located in Fremantle, the groovy region right outside of Perth, Little Creatures Brewery is one of my favourite place around. The Fremantle brewery is Little Creatures’ very first brewery, and the structure of the building, tall and wide with metal fences on the inside is very much the result of the building’s historical function; a crocodile farm. They’ve come a long way, having expanded to a couple of locations around Australia and is publicly traded on the Australian stock exchange. If you ever stop by, do go on a free tour conducted by Little Creatures’ staff which will introduce you to the various stage of beer brewing, and ends with a tasting session for all the different beers (and ciders) they have on tap. Their selection of food on menu (especially the chili tomato mussels) is not to be missed too.
But what is truly exceptional about Little Creatures is how consistent they are at branding.
Firstly, the staff. Every customer-facing staff exudes a set of personality that defines Little Creatures. Friendly, hip, groovy and on the ball, with an edgy appearance. There’s something unconventional about them, much like Little Creatures craft beer. Grab any staff at their brewhouse and ask them anything you like about the beer brewing process. You’re in for a lesson. Most, if not all of them, do brew their own beer out of love and passion for it. The consistency in their staff personality is outstanding, which makes me wonder about their hiring process. What’s their hiring process like? And why do these bunch of passionate and knowledgeable people choose to work here?
Secondly, the beer brewing. If you went on the tour around the brewery, you’ll noticed that it is unusually clean. As I was told, that’s because at the core of beer brewing is microbiology. This makes it very important to not only ensure a consistent process, but also to maintain a clean and uncontaminated brewery. Which means plenty of cleaning up. You might think that this is commonsensical, but try visiting other breweries and you’re in for a rather shocking experience once you’ve been to Little Creatures. The contrast is startling.
All in all, the environment, vibe, staff knowledge and tour are exceedingly consistent. I do realize that I’ve been using the word ‘consistent’ over and over again, but that’s because they are. These touchpoints exudes the same positive message about Little Creatures although they function different purposes. The result is customer loyalty and positive brand association.
If you are ever around Fremantle, I urge you to give Little Creatures an entire day. Go for the tour. And stay for the beer. And the food. And the vibe. And observe.