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