Skip to content

We partner with brands of all sectors and sizes to help them find their voice, make an impact and build a lasting connection with their audience.

Say hi

Wherever you are in the world, if you’ve got a brand challenge, we’d love to help.

Robot Food
Brooklyn Brewery

Redefining a global icon

What we did:

  • Creative Strategy
  • Visual Identity
  • Brand Guidelines

The Brief

We need clarity, but don’t want to lose our creativity and individuality. Can you help?

The Insight

Brooklyn’s fans have always resonated with the bold attitude and eclectic visual style they’re famous for.

​But over time as new beers have been introduced with new brand marks, the identity had got watered down which has made it hard for new customers to navigate.

The idea

Champion Brooklyn’s ‘here’s to difference’ mentality with a consistent, future-proofed design system that celebrates each beer.

We kicked off with an extensive audit of the brand to understand where the difficulties were. And it soon became clear there were a whole host of growing pains, across both their local and international touchpoints.

Brooklyn Brewery Audit Capture

Adding new formats and SKUs for new markets had watered down the identity and it was full of inconsistencies, with multiple brand marks and treatments in play and no real clarity on what the ‘master’ brand should look like.

We consolidated the various versions of the brand mark to create one simple, consistent brand imprint that’s proudly and recognisably Brooklyn Brewery.

5 Brooklyn B Brooklyn CS 2000x2000px
4 Brooklyn Logo Brooklyn CS 2000x2000px

“Brooklyn’s iconic logo, created by design legend Milton Glaser, is integral to the brand’s history, so it was important we keep the essence of it there, whilst making the necessary changes to build a bolder brand imprint.”

Creative Director

RF Portraits 2022 Ben

We developed a clear pack architecture to make the brand easier to spot and the beers easier to shop, whilst celebrating the different personalities of each distinct brew.

Background compressed
11 Brooklyn Bottle Caustics Summer Brooklyn CS 3200x2000px
12 Brooklyn Bottle Caustics East IPA Brooklyn CS 3200x2000px
13 Brooklyn Bottle Caustics Bel Aire Brooklyn CS 3200x2000px
14 Brooklyn Bottle Caustics Special Effects Brooklyn CS 3200x2000px
15 Brooklyn Bottle Caustics Defender Brooklyn CS 3200x2000px

“Global brands bring lots of global challenges – multiple stakeholders, regional regulations, different print specs. So this project wasn’t just about simplifying and amplifying the design, but streamlining the whole process to get the best result.”

Managing Director

RF Portraits 2022 Dave
9 Summer Can in Pool Brooklyn CS 1592x2000px
10 Brooklyn Special Effects IPA Can Composition Brooklyn CS 1592x2000px
7 Defender 6 Pack Composition Brooklyn CS 1592x2000px
8 Bel Air 6 Pack Composition Brooklyn CS 1592x2000px
6 East IPA 6 Pack Composition Brooklyn CS 3200x2000px

The design is now unified across multipacks and all other key sales formats for better recognition and shelf stand out.

17 Brooklyn 4 Pack Stacked Brooklyn CS 1592x2000px
19 Brooklyn 6 Packs Flatlay Brooklyn CS 3200x2000px
18 Brooklyn 4 Pack Wall Brooklyn CS 3200x2000px
  • 20 Brooklyn Collab System Brooklyn CS 3200x2000px
  • 21 Brooklyn 16 oz Specials Black Ops Brooklyn CS 3200x2000px
  • 22 Brooklyn 16 oz Specials Blast Brooklyn CS 3200x2000px
  • 23 Brooklyn 16 oz Specials Nothing But Net Brooklyn CS 3200x2000px
  • 24 Brooklyn 16 oz Specials Double Exposure Brooklyn CS 3200x2000px
  • 25 Brooklyn 16 oz Specials Butterfly Photobomb Brooklyn CS 3200x2000px

Limited Editions

We equipped Brooklyn with a clear template for limited release brews to build excitement and add a feeling of collectibility, whilst maintaining a strong sense of identity.

As Featured On:

Press Logos bn dl pm

“If you want a progressive agency partner with a global perspective, Robot Food are it. From Brooklyn to Leeds, the team didn’t let distance get in the way. They listened to us, challenged us and made navigating our complex internal processes look easy.”

Peter Barwick
Global Head of Design — Carlsberg Group