JOELLA STUDIO

BATS**T CRAZY

YOUNG HENRYS x AUSTRALIAN MUSEUM

Branding and Illustration
University Project

2022

LET'S GET BATS**T CRAZY

BATS+BOOZE: Nothing bat-ter than that!

The Australian Museum and Young Henrys are proud to present Bats**t Crazy: Bats + Booze, a late-night activation campaign to celebrate the late night party animals of the sky. Bats are an endangered species at-risk in Australia due to habitat loss and climate change effects. Unfortunately, due to their bad rep they aren’t getting the love they deserve because they do, truly, produce the good shit. Bat faeces help promote biodiversity and reforestation through seed dispersal far from the mother plant, as well as being a great fertiliser for urban gardeners. Bats are beneficial buddies, so lets help ‘em fly high and give em a hand. Grab a beer, tell ya buddies & get BATS**T CRAZY.

These labels are designed with thermochromatic ink to get the best of both worlds. The clean, block colour packaging that remains while cold creates a visual break in the beer fridge, but as the beer gets warmer whilst being drunk the background fades to a deep blue revealing the bats and bright colours. This plays into the idea of late night activation as like the bats we come out to play at night.

BATS**T CRAZY is a late night activation campaign that combines booze and bats through the collaboration of Young Henry’s and the Australian Museum. The campaign includes the design of three bat inspired ‘tequila beer’ cans under the slogans ‘Let’s get bats**t crazy’ and ‘Producing the good shit’. This campaign alongside the event will influence a few different crowds; drinkers, culture enthusiasts and young people. Primarily the campaign will attract a younger crowd into the museum and start a discussion regarding bat conservation outside of the museum. The choice of the tequila beer comments on the bats being the primary fertiliser of agave, a necessary plant in tequila. In ties to the bat pollination of native species, the flavour varieties will include fruits such as figs, finger lime and mulberries. The slogan ‘Producing the good shit’ a link to the benefits of bat poop in the fertilisation process of gardens and aiding in biodiversity through seed dispersal. This concept aims to add enjoyment to the more scientific elements of conservation efforts by rebranding bats as ‘late night party animals’ like us.

Product Design Conservation Concept, UTS VisComm 2022.

This is not affliated or in collaboration with Young Henrys or The Australian Museum.

These labels are designed with thermochromatic ink to get the best of both worlds. The clean, block colour packaging that remains while cold creates a visual break in the beer fridge, but as the beer gets warmer whilst being drunk the background fades to a deep blue revealing the bats and bright colours. This plays into the idea of late night activation as like the bats we come out to play at night.

2025

2024

2023

2022

2021

BATS**T CRAZY