A Collaboration with Deep Creek Brewing Co. for their West Coast IPA ‘Beached’

Translating a surf story onto a beer can

I am so pumped to be able to share this photography collaboration with Deep Creek Brewing Co. in New Zealand, which we’ve had to keep quiet for a very long time. 🤫

Deep Creek Brewing Co. are an independent craft beer brewery based in Tamaki Makaurau (aka Auckland) New Zealand. Born in a small brewery in Browns Bay in 2011 these guys are responsible for some of the nation’s fave tipples with the likes of their Hazy IPA Mister Miyagi and American Pale Ale, Redwood.

It’s been such a rad experience working with Deep Creek to bring this concept to life. When they approached me to tell me they wanted to use one of my photos on a beer can, I almost couldn’t believe it was real and felt sure it would all fall through or they’d find someone better and use their photo instead (hi imposter syndrome). After sending them a gallery of images which fitted the brief of a female surfer on a wave, this was their ✨chosen one ✨

From the ocean to the cover artwork on a beer can 💫

And here it is: a female surfer taken by a female surf photographer ON A BEER CAN. To me, this represents a wave of change for female surfers and pushes the ideas of what a beer can artwork can be.

How this west coast ipa campaign came together

This is exactly the kind of visual storytelling I plan for during the concept phase when planning a campaign shoot. Instead of creating generic product images, we build photographs that extend the identity of the brand.

When the cans were ready for release, Deep Creek approached me to photograph the product. This shoot followed the same approach I use inside my brand shoot blueprint, where we shape images around the story a brand wants to tell.

Thanks to gorgeous friend and model Katie, for sliding into sundown with us to photograph the can in the wild. I’ll leave you with a couple dreamy frames from last week with the Deep Creek Brewing Co. team and one of my gorgeous friend Katie.

Massive shout out to the team at Deep Creek Brewing Co, who have been an absolute dream to work with. (Oh, the beer tastes really good too)

This one is definitely for the girls 🍻

If you’re planning a campaign or product launch and want imagery shaped around your brand story, you can read more about my brand shoot blueprint here.

Until next time, L x

Brand photography concept shoot FAQs

What is a brand photography concept shoot?

A concept shoot turns a brand story into a visual direction before the camera comes out. It helps ensure the final images feel intentional rather than generic.

Can lifestyle photography work for product packaging?

Yes. This Deep Creek Brewing collaboration is a good example of how lifestyle imagery can carry through into packaging and campaign visuals.

Do you plan creative direction for brand shoots in New Zealand?

Yes. My brand shoot blueprint outlines the process I use when developing visual concepts for commercial and lifestyle brands.