From humble beginnings in a Cragg Vale chicken shed, Vocation Brewery became one of the UK’s largest craft brands in just nine years. Their secret? A relentless, obsessive commitment to brewing. But in a crowded market, excellence alone wasn’t enough. Vocation needed a brand as bold as their beers to champion their belief that craft is for the many, not the few.

We began by bringing back the highly distinctive eye icon – recrafting it and setting it centre stage – which we paired with an updated technical monoline illustration style. Two loved assets by the brand and its fans, but lost during previous redesigns. Together, these assets tell stories of unwavering focus, precision and bold, flavourful visions.

Bold colours bring contemporary appeal to Vocation Brewery’s craft and create a clear system for communicating — and navigating — flavour.