InspirationJun 18, 2021

Becoming Design Office designs Hoyne Brewhouse's Sub-Brands created by their talented Apprentice Brewers

Written by Ross Chandler RGD, Becoming Design Office Ltd.

Context

Becoming Design Office has been the studio of record for Hoyne Brewing Co. for the past two years. We recently worked with Hoyne to develop a sub-brand of beers to highlight small-batch beers created by their super talented team of apprentice brewers. The result is the Young Lions Series and the first beer to be released under this new brand is the Hoyne Hazy IPA.

Methodology

Knowing that there would be several new beer releases each year from the Young Lions Series, we created a repeatable design system so that new beers can be released quickly without the requirement to come up with an original design concept for each new release.

Result

The design solution is inspired by the ideation which happens when true craftspeople create something new and unique. There are messy sketches and the construction of key elements to develop an idea into something real. There is also a nod to tradition and the teachings of a true master (Sean Hoyne, in this case). The resulting graphics are a true illustration of the Hoyne brewhouse, drawn in a blueprint style with original sketches and calligraphy to name process and ingredients.

Once released, the beer completely sold out in less that 4 weeks, in all formats.