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Sid Lee, Jack Of All Trades, Designs A Label For Their Own Beer

by Alianne Valladares-Prieto on 02/22/2021 | 2 Minute Read

Sid Lee is a multidisciplinary agency that got its start in Montreal in the 90’s. Originally named Diesel, it has since then grown to six international offices. Working in a plethora of design categories, the collaborative team that makes up the brand name is well known in the industry for having an approach and general vibe that are far from conventional.  

Offering everything from branding to architectural design, Sid Lee offices also have amenities for their employees such as meditation rooms, bistros, and much more. Creating their own fictitious beer and designing its branding, therefore, is not too far of a stretch. And they did not hold back when designing their Diesel beer. The retro typeface, as well as the graphic design of the cans and their rotating labels are distinct in a way that does justice to the history of the Sid Lee brand. Metallic hues and an emphasis on the linear structure of the folded posters, each boasting quirky and nonsensical writings, spark curiosity in a way that draws future clients in successfully.


Keep the brand alive—this is the mission of Diesel, a fictive brewery which serves to  pay homage to the history of Sid Lee. It fulfills the challenge by fueling the culture of an agency perpetually in transformation. 

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Inspired by the agency’s DNA, each can of Diesel showcases a name and a story that are relevant and rooted in the everyday work life of the people who drink it. To this day, only five different beers have seen the light of day.

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Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

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