Conceptual Brand Half Full Brewing Company Is Dismantling Antiquated Stigmas
by Chloe Gordon on 06/10/2021 | 2 Minute Read
Half Full Brewing Company might just be a conceptual brewing company, but its mission is more significant than you might imagine. Designed by Freddie Hall, this brand is all about shedding light on the association with alcohol and dismantling the stigma of mental health issues. At first glance, you might not even realize the more profound meaning; the package design is modern, playful, and features retro-inspired fonts. Look closer, and you'll realize that the whole point of the packaging is to allow space for conversations about both mental health and the dependence on alcohol that it sometimes can effect.
Half Full Brewing Co is a conceptual brewery, with a mission to dismantle the stigmas & incentivise men to have those often difficult conversations about mental health. The brand is positioned to infiltrate a familiar & recognisable environment, delivered with a visual language & colloquial tone of voice that ceases to alienate, deter or discourage.
Infiltrating the environment of pubs, breweries & beer, Half Full is positioned to harness & celebrate the community, solidarity & conversations indicative to this space, repurposed as a vehicle to encourage essential conversations & dismantle antiquated stigmas.
The association with alcohol & the lexicon of mental heath more often than not focuses on the damaging effects of alcohol abuse & its duality alongside mental illness - a conversation both essential & necessary. That being said, there appears to have been a missed opportunity, an oversight to harness & celebrate the community, solidarity & conversations that begin to emerge from the culture of pubs, breweries & beer. This unique dichotomy invites an identity that plays on duality, underpinned by a visual language indicative to masculine convention.