This is certainly a beer that is made to stand out. Although already an established brewery, Vocation Brewery released a new range of craft lagers that needed to express the creativity involved in these fresh brews. We asked the team behind the design, Robot Food, a few questions about this project to learn more about standing out in a saturated market, creating brand confidence, following gut feelings in design, and more.
Robot Food: Usually we would go through an extensive process involving audits and brand workshops through to implementation and production, but with Vocation it was different.
In this case—because we were the target market—our client John was happy to let us dictate direction with minimal input on his part. He had some ideas around the name, but after our initial chat and hearing his compelling story we challenged the idea and used the story to form the basis of the brand positioning, naming and design.
