# Quirky Craft Branding Vocation Introduces a Line of New Craft Beers with a Bold Brand Identity By Vasiliki Marapas | Published 2015-05-01 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/new-craft-beers References: [bpando.org](http://bpando.org/2015/05/01/vocation-brewery/?utm_source=feedly&utm_medium=rss&utm_campaign=vocation-brewery) & [robot-food](http://www.robot-food.com/) UK-based microbrewery Vocation joined forces with branding agency Robot Food to create a brand strategy for a range of new craft beers, each named and designed to highlight their unique flavor profiles. The craft beer industry is an industry divided, with brands either opting for a traditional identity that emphasizes heritage, or otherwise embracing a more eccentric aesthetic. Vocation is definitely in the latter category, with a [bold typography and quirky illustrations](https://www.trendhunter.com/trends/1664-x-andre-saraiva) that immediately stand out. The illustrations on the bottles almost resemble a sleeve of tattoos, and the themes within them speak to the rebellious, adventurous nature of the brand itself: ships, islands, skulls and waves. But perhaps the crowning jewel of this range of new craft beers is their titles: Bread & Butter, Heart & Soul, Pride & Joy and Divide & Conquer. Printed in bright colors against the monochrome bottles, those are names that won't be soon forgotten! ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 63% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Eccentric Branding:** Opportunity for brands to embrace a quirky aesthetic in order to stand out in a divided craft beer industry. - **Unique Flavor Profiles:** Opportunity for breweries to create craft beers with distinctive taste profiles that highlight their brand's identity. - **Bold Typography and Illustrations:** Opportunity for brands to use eye-catching visuals like tattoo-like illustrations and bold typography to make their products memorable. ### Who This Affects Most - **Craft Beer Industry:** Craft breweries can differentiate themselves by adopting unique branding strategies, contrary to the traditional or heritage-focused approach. - **Branding Agencies:** Opportunity for branding agencies to work with craft breweries in developing distinctive brand strategies that align with their unique flavors and identities. - **Packaging Industry:** Opportunity for packaging companies to create innovative and visually appealing designs for craft beer bottles that reflect the brand's eccentric identity. ## Related on Trend Hunter - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Bright Brand Identity Updates](https://www.trendhunter.com/trends/big-hug-1.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Cold Brew Coffee Rebrands](https://www.trendhunter.com/trends/here-and-now.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Refreshingly Bold Beer Campaigns](https://www.trendhunter.com/trends/all-day-ipa.md) - [Quirkily Branded Beers](https://www.trendhunter.com/trends/new-lager.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md)