Lancefield, like many small country towns, has many interesting stories that are predominantly only of interest locally. However, what was known amongst the inhabitants was the little-publicised fact that megafauna had roamed the area centuries before; creatures such as Zygomaturus, Diprotodons, large flightless birds, marsupial lions and giant kangaroos. This history provided strong icons for each of the individual products.

The company and their brands adopted the name ‘Lost Watering Hole’. This had duality of meaning, initially referring to the area where these creature’s remains were found, but also to the colloquial Australian slang for the local hotel where the locals would gather to share a beer. The discovery site inspired the rock strata background, the single element that connected all when other content varied.