Robot Food

Vocation

Setting the benchmark

What we did:

Brand Strategy
Creative Strategy
Verbal Identity
Visual Identity
Brand World
Brand Guidelines
Brand Guardianship

The Brief

We’ve made a name for ourselves in the craft world. Now we want to go mainstream. Can you help?

The Insight

Vocation were smashing it. Business was booming and the likes of Life & Death and Hop, Skip & Juice were some of the most popular beers in retail. But with growth comes confidence and, as they began to ramp up their on-trade offer, they needed to be known not only for their benchmark beer, but as the brand on every beer lover's lips.

The idea

‘Find your Vocation’.

Harness the hard graft and passion of their people to tell Vocation’s story – and be a bold beacon on shelf, in bars and at home.

Vocation needed an accessible look that would appeal to craft fans and the mainstream drinker. So we united all the beers with a clear architecture and created the Vocation ‘V’ as a bold visual beacon of quality that would be recognisable everywhere from can to keg.

“The craft category is ever-growing and it’s still quite noisy. To help Vocation become better established in the on-trade, we had to strike the balance between being brand focused and keeping their craft sensibility at the same time.”

Rich
Design Director

Inspired by the previous pack elements and names, we created an ownable illustration style that showcases each beer’s unique story. Punchy and distinct – just like the beers.

For specials and limited brews (where excitement and difference is highly anticipated), we kept the pack architecture consistent, while leaving the space to get creative.

“Beer and hard work have always been linked – after all, nothing beats the first sip of a well-earned pint. So we built on this story with messaging that celebrates Vocation’s unwavering work ethic, their ‘pint glass half full’ attitude, and what it means to the people who drink it.”

Lizzie
Copywriter