From humble beginnings in a chicken shed on Cragg Vale, it took just nine short years for Vocation Brewery to become one of the UK’s largest craft beer brands. Their secret? A relentless — and at times obsessive — commitment to brewing, of course. It’s their Vocation after all.
But in a crowded market, even greater success demanded more than just brewing excellence; Vocation Brewery needed a brand as bold and expressive as their beers.
Referred to as a 'return to roots' by the team, our journey to strengthen the brand saw us strip back and reaffirm Vocation’s foundational principles: their commitment to brewing, and their belief that craft beer is for the many (not the few).
Elevated to the heart of Vocation Brewery’s new visual identity is ‘the eye’, a secondary mark from the brand’s recent past, which speaks to the brand’s unwavering focus and visionary outlook.
A new technical monoline illustration style, applied across packaging and brand touchpoints, reflects Vocation Brewery’s story of precision and passion.
Bold colours bring contemporary appeal to Vocation Brewery’s craft and create a clear system for communicating — and navigating — flavour.
Bold, beautiful beers, with an eye for flavour, Vocation Brewery stands out in every way.
As part of their continuous pursuit of brewing exemplary beer, we were asked to design the identity and packaging for the brewery's first permanent lager offering… Hilltop.
As Vocation's lightest beer to date, it was brewed to underpin their core range, an easy-going, session-able lager with all the big bold flavors you’d expect from a Vocation beer.
Why Hilltop? As an introductory beer, there was an opportunity to tell the brewery's story on can.
A story of the brewery being perched at the very top of a hill – not the easiest place to get to, it requires a commitment and fortitude to reach the top just like the brewing of beer itself. At the summit, you feel like you’re on top of the world, closer to the beer divinity. At the center of something big, epic, ever-changing and ever-inspiring. You get a feeling of space... space to think, space to brew.
Illustration : Brian Steely
Cell Animation : Marek Mundok
