Vocation Brewery‘s main lineup is one of my favorite projects that I’ve been able to feature on this site. Needless to say, I was ecstatic when I saw a new release. After successfully establishing themselves in the craft market, the English brewery teamed back up with design firm Robot Food to design their new craft lager range.
The contrast between these brash cans and the typically understated pilsner they contain is delightful.
“Robot Food took the same ‘rebellious and irreverent’ approach for the lager, choosing ‘crisp and fresh’ as their design strategy. Against a clean white background which captures the lager’s fresh flavours, the team added bright neon flashes of spray can paint. These slashes of vibrancy encapsulate the brand’s distinctive character and also differentiate the three inaugural SKUs—Pure Pilsner, Yakima Pilsner and Dirty Pilsner.”
“The bold designs, colourways and punchy tone of voice work together to express Vocation’s dynamism and self-confidence with delicious clarity, while the Vocation logo takes centre-stage for a louder, prouder brand expression. The new range is a perfect complement to the beer range’s dark, soulful intricacy.”
Interest in quality lager is on the rise and we’ve always been at the forefront of craft brewing, focusing on beers we want to drink. A lot of people don’t realise that lager is actually much harder to brew than many other styles of beer due to the process and flavour subtleties. Once we’d perfected our flavour profiles, I was straight on the phone to Robot Food to help expand the brand, and take Vocation to the next level.
— John Hickling, Founder & Head Brewer, Vocation Brewery
Vocation is one of the brands we’re most proud of, having helped it from an idea to huge success in a very short time. The design of the new lager range stands in stark contrast to Vocation’s other beers, while sharing the same confidence and category standout.
— Mike Johns, Senior Designer, Robot Food
Label Type: Shrink Sleeve
Printer Name: WeCan