A brewery start-up has enlisted Leeds-based design agency Robot Food to develop a branding and packaging identity for its range of beers.
The distinctive new look for Vocation Brewery features hand-drawn illustrations and clear colour differentiation between the four key variants – Bread & Butter pale ale, Heart & Soul IPA, Pride & Joy American pale ale, and Divide & Conquer black IPA.
“Each bold beer name takes centre stage in rich colour, surrounded by a series of bespoke monochrome line illustrations, all crafted in-house, that bring the individual tasting notes to life,” Robot Food said. “The combination of angular typography and intricate illustration creates a brand packed with compelling detail and shelf shout, that reflects the craft sensibility and renegade nature of the brand. An embossed print finish to the uncoated matt bottle labels adds an unexpected tactile layer that leverages perceptions of high quality and an attention to detail, while an amber glass and slender structural choice is firmly rooted in the traditions of ale drinking.”
The agency will now be hoping that the branding helps to leverage the range of beers, which launched into pubs across the region earlier this year, as the UK’s craft beer sector goes from strength to strength.
Vocation Brewery founder John Hickling said: “So many breweries use the same shape of bottle for practical reasons, especially if they’re contract bottling which makes it difficult for them to be creative with the bottle design.
“As we bottle our own beer on site there’s an opportunity for us to be a little bit different. I gave Robot Food a selection of bottles which suited our technical requirements and they chose the bottle which best fitted the brand’s aesthetic.”
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