CASE STUDY RO­BOT FOOD, VO­CA­TION BREW­ERY

REP­RE­SENT­ING EACH BEER THROUGH PIC­TURES HELPED EL­E­VATE THIS START-UP

Computer Arts - - Illustration In Branding -

Leeds-based agency Ro­bot Food cre­ated the nam­ing, brand­ing and pack­ag­ing design for Vo­ca­tion Brew­ery. Ac­cord­ing to design di­rec­tor Mike Johns, the project was “very much an open brief”, and the ap­proach looked to com­mu­ni­cate some­thing, “a bit gritty and new-school, in design terms.”

The so­lu­tion was to use an in­tri­cate, taboo-in­spired il­lus­tra­tion style cre­ated in-house with icons and graph­ics that subtly com­mu­ni­cate the story of each brew. “We want to por­tray the tast­ing notes of each beer through the il­lus­tra­tion, so the Amer­i­can Pale Ale is a cel­e­bra­tion with fire­works, while Heart and Soul is more a heaven scene,” says Johns. “We wanted to add el­e­ments and de­tails that tell the story. The main thing about Vo­ca­tion is get­ting across what each beer is about pic­to­ri­ally.”

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.