The Brand Identity

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Studio Blackburn brands The Greater Good Fresh Brewing Co. and its innovative home-brewing keg

Based in London’s craft beer hub of Walthamstow, The Greater Good Fresh Brewing Co. officially launched in 2020 following a successful Kickstarter campaign for the Pinter – their world-first fresh brewing device that allows 10 pints of beer or cider to be brewed from the comfort of your own home. With flavours ranging from Public House IPA to Waltham Forest Dark Fruit Cider, the elegant reimagining of a traditional beer keg makes home-brewing affordable and sustainable while upholding flavour.

Tasked with branding both The Greater Good Fresh Brewing Co. and its innovative debut product, London-based creative agency Studio Blackburn has produced an intrepid graphic solution that avoids the stereotypes of traditional beer brands. The resulting identity system thrives in modularity, adapting the arched shape of the keg into a simple graphical form that’s used for both the master brand’s logo and throughout the Pinter’s content-heavy applications.

At the core of it all is an exclamation mark, which Studio Blackburn’s Mark Jones explains “actually came to light after our initial presentation.” He reveals that during the process they had “used the exclamation mark on a page along with the word Pinter as the tap on a keg,” which the client absolutely loved alongside a “pinch of this and a sprinkling of that” from some of their other initial ideas. Once they realised the exclamation mark could realistically be used as the handle on the keg, Jones tells us it was quite simply “all systems go.”

For the brand’s typography, Studio Blackburn made full use of FontFont’s workhorse grotesk family FF Bau. “We needed a typeface that was bold and impactful across the full Greater Good range for its logo and for Pinter itself,” Jones explains, adding that “its subtle quirks and slight awkwardness” made their decision to use it an easy one. FF Bau’s combination of legibility and character make it a wise choice for such a text-dense visual identity, with Studio Blackburn employing it in multiple weights and cases to create a strong hierarchy.

“The word ‘fresh’ was front of mind when considering the colour palette,” explains Jones, before revealing that the colours were “chosen and refined over a couple of stages of the project.” With three primary brand colours and three neutral supporting tones, the palette provides enough breadth to differentiate the products, packs and fresh press bottles within the Greater Good Fresh Brewing Co’s offering.

Typeface: FF Bau by FontFont

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