Vocation is a pioneering craft brewery whose bold, distinctive beers enjoy huge success in retailers, bars and restaurants nationwide, and beyond. With their place in the craft beer market firmly established, Vocation asked Robot Food back to design their new craft lager range.
Having positioned, named and created the Vocation brand and original line-up in 2015, 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, and launches in top-tier bars and beer shops and retailers from late March.
What do you think of the project?