Vocation By Robot Food Will Have You Jumping For Juice

by Chloe Gordon on 09/10/2021 | 3 Minute Read

Vocation Brewery, based in Yorkshire, is known for its bold brews. The problem, though, was that the brewery didn't have the packaging to properly represent the depth, breadth, and power of the brews within.

With the help of Robot Food, the brand built an identity that not only celebrated the beer but also honored the efforts of those behind it – every detail makes an impact.

Each flavor profile is entirely different, and that is perfectly represented through the various illustrations, color palettes, and aesthetics for each can. As a result, Vocation's story is able to shine through on each can, yet each can still maintains its own identity and characteristics.


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The Brief

The Opportunity

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We’re the biggest craft brewery that no-one's ever heard of. Can you help give our brand the same icon status as our beers?

Since working with the brewery to create the brand in 2015, Vocation has seen incredible growth. Producing some of the most popular beer in retail, old favourites such as Life & Death and new staples like Hop, Skip and Juice stand out firmly in the minds of consumers. With growth has come confidence and now, with a resurgence in on-trade, the was an opportunity to not only be known for their benchmark beer, but as the brand on every beer lover's lips.

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Our solution was two-fold. To unite all Vocation beers with a stronger architecture and bold visual beacon of quality that would be recognisable everywhere from can to keg. And harness the determination, hard graft and passion of their people to tell Vocation’s story to the world.

A consistent brand expression was important across all touch points and formats for strengthening recognition. For specials and limited brews, where excitement and a point of difference is highly anticipated, keeping the core architecture builds on this consistency while also allowing creative flexibility.

We wanted to give more people, more to love. Taking the brand beyond the can, we built a brand world that not only celebrated the beer, but heroed the efforts of those behind it as well. From tap lenses to tees, on-trade to on a glass – every detail makes an impact.

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