Vocation Brewery Reveals Major Brand Identity Redesign
Niko Pajkovic — September 16, 2021 — Marketing
References: vocationbrewery & packagingoftheworld
UK-based craft beer brewer Vocation has unveiled a complete brand redesign that aims to communicate "more personality," making their diverse range of offerings easily identifiable for customers when browsing liquor store shelves or visiting the local pub.
In order to undertake such a major branding rehaul, Vocation teamed up with Robot Food, a global branding consultancy firm specializing in food and beverage packaging. “We found that the individual beers were recognizable but the brand was not. So, we introduced a new architecture for stronger brand presence and amplified the brand mark to make Vocation more of a beacon on the shelf," said Chris Shuttleworth, Senior Designer at Robot Food
In order to do so, the new designs prominently feature Vocation's brand name and utilize an eye-catching color combination: brightly colored, energetic typeface rests atop jet black cans. In addition, the designers worked to simplify the colorful illustrations found on the original cans to create a better sense of cohesion across all of the Vocation's products.
Image Credit: Vocation Brewery
In order to undertake such a major branding rehaul, Vocation teamed up with Robot Food, a global branding consultancy firm specializing in food and beverage packaging. “We found that the individual beers were recognizable but the brand was not. So, we introduced a new architecture for stronger brand presence and amplified the brand mark to make Vocation more of a beacon on the shelf," said Chris Shuttleworth, Senior Designer at Robot Food
In order to do so, the new designs prominently feature Vocation's brand name and utilize an eye-catching color combination: brightly colored, energetic typeface rests atop jet black cans. In addition, the designers worked to simplify the colorful illustrations found on the original cans to create a better sense of cohesion across all of the Vocation's products.
Image Credit: Vocation Brewery
Trend Themes
1. Craft Beer Packaging Redesign - Craft breweries are partnering with branding firms to redesign their packaging, creating opportunities for firms specializing in food and beverage packaging design.
2. Eye-catching Can Label Design - Craft breweries are utilizing highly visible, brightly-colored can label designs to increase brand visibility on shelves and in bars, creating opportunities for firms specializing in branding and label design.
3. Simplifying Colorful Illustrations - Craft breweries are simplifying and unifying colorful illustrations on their can labels to create a more cohesive look and feel, creating opportunities for firms that specialize in graphic design and branding.
Industry Implications
1. Craft Beer Industry - Craft breweries are investing in brand redesigns to make their products more easily identifiable on shelves and in bars, creating opportunities for branding and packaging design firms.
2. Branding and Marketing Industry - The craft beer industry's investment in rebranding and marketing presents opportunities for firms specializing in branding and marketing consulting.
3. Graphic Design Industry - Craft breweries are simplifying and unifying colorful illustrations on their can labels to create a more cohesive look and feel, creating opportunities for firms that specialize in graphic design and branding.
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