Turner Duckworth has created a new visual identity and packaging system for Vocation Brewery in line with its newly-defined brand essence — “The single-minded pursuit of crafting exemplary beer” — reinstating the brand’s latent “eye” mark. “The eye represents their eye for detail and their passion, or ‘vocation’ — it’s a symbol of their focus on and love for brewing real, proper beers of substance,” explains David Thompson, Creative Director at Turner Duckworth’s London Studio. “The device was developed further to have additional meaning: “Vocation Brewery is based on top of a hill, so they have a great perspective on the world. They eye becomes an all-seeing icon.”
Turner Duckworth created new, meaningful illustrations for Vocation Brewery’s core range in partnership with Brian Steely to add more storytelling to the brand and elevate off-pack assets.
The new tone of voice articulated by Turner Duckworth in the rebrand is based on Vocation Brewery’s pursuit to craft only exemplary beer, using more “understandable, everyman language,” says Thompson. Relatability and accessibility were fundamental to the entire new identity. “We wanted it to feel more approachable – the sort of thing you’d hear in the pub when people talk about beer. The goal was to convey Vocation Brewery’s knowledge and passion of it’s craft without getting overly technical,” Thompson adds.
