Each beer captured an essence of the city of Wellington, relating to either a well-known personality, the political landscape, the rugged geography or tourist attractions. The labels designed would need to promote the name and the flavour within. Each label needed to reflect the flavour of the beer, but work as a set.

The city inspired names heavily influenced the approach of the design; Bye-bye Blanket Man, a homage to a much loved vagabond, who lived on the streets wrapped only in his blanket. Celia-Wade Brown Ale is a play on the name of the city's mayor (Celia Wade Brown); the flavours of coffee in this beer are represented in mayoral chain. Cooked Strait represents the rugged southern coastline of the city, the Cook Strait, and the beer is infused with smoked seaweed. Finally Kawakawa Cable Car is a beer made from the leaves of a tree lining the city's tourist attraction.

12,000 bottles of each of the 4 beers were produced and sold through local craft beer bars and supermarkets, and only lasted a month.