Vocation Brewery, known for its IPAs, pale ales, stouts, and barrel-aged beers has unveiled a brand refresh that signals a major step in the next phase of its growth.

Vocation cans

Vocation Brewery was founded in 2015 by John Hickling, who left his job to follow his calling and brew the big, flavourful beers that he loves.

From its humble beginnings in an old chicken shed high up on a hill, 1,000 feet above sea level, Vocation Brewery has grown strongly and now brews more than 10 million pints a year, which are sold nationally and throughout the world.

Its range of popular brews include its original Classic IPA Life & Death, hazy pale ale Crush Hour, and gluten-free session IPA Heart & Soul, as well its modern take on a British classic, Bread & Butter.

The new visual identity and packaging system brings to life the personality and style of creative illustrations that celebrate the process of crafting bold and beautiful beer.

Vocation Brewery’s brand refresh aims to increase on-shelf standout while building a distinctive, recognisable brand which is accessible to a wide range of consumers seeking something new and exciting. The new look is underpinned by the brewery’s belief that great tasting, quality beer should be for the many and for every occasion.

Vocation has reintroduced its eye icon, which pays homage to the brand’s heritage and looks to the future. The eye is prominent on the packaging.

Vocation boxes

Created by Turner Duckworth in partnership with illustrator Brian Steely, the new visual identity and packaging makes use of a bold and vibrant colour palette and illustrations.

Tom Holmes, head of marketing at Vocation, said: “In today’s competitive landscape, standing out on-shelf and in bar is key, and our new creative direction boldly and distinctively positions Vocation Brewery’s desire to brewbold and flavourful beer for the many.

“Our brand refresh marks the start of an exciting new chapter for our business. It reflects our bold and flavourful beers and how we are continuing to push the boundaries to redefine the craft beer landscape.

“We’ve invested in the brewery to brew flexibly at scale, and it’s an exciting time for the business as we position ourselves for our next phase of growth, backed by an experienced team and a fresh new look that will stand out on shelf and is worthy of the bold and beautiful beer inside.”

Vocation’s rebrand is the latest phase in the business’s next phase of growth and development, under the leadership of beer industry veteran Gail Lumsden as chair and chief executive, and an experienced senior team with strong beer and drinks credentials.

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