Every beer has a story. I drew it.
The brief was a brand identity refresh built around a single idea the brewery already believed in: beer with character. My job was to make that literal — and make it land.
I took Ralph Steadman as the visual anchor - and drew every illustration myself. His style ink-heavy, slightly unhinged, full of personality - felt right for a brewery that wanted to sit between heritage and irreverence without fully committing to either. Each beer got its own character illustration, loosely drawn from historical figures, cultural references, and culinary homages, rendered in watercolour and ink. The result was a range that felt connected as a family but gave each beer its own identity something you could pick up on a back bar and immediately know what you were in for before you'd read a word.
The illustrations were never decorative. Each one was chosen with a specific conceptual logic tied to the beer it represented. Dance Juice brewed to mark the brewery's 500th brew — turned out to share its year with the Dancing Plague of 1518, when a woman named Frau Troffea took to the streets of Strasbourg and danced uncontrollably for days, eventually pulling 400 townspeople into the frenzy. Medieval skeleton street dancers against a 15th century village backdrop. The label copy invites you to pop the top and join the plague. All Night Long features Lionel Richie because it's a session beer, and the pun does the work. Beer for Faye Wong is brewed with mushrooms, a nod to chef Tim Anderson's vegetarian ramen dish of the same name, created as a culinary homage to the Hong Kong pop star. The illustration follows.
That's the system: every character earns their place. The concept, the flavour, and the illustration all point at the same thing.
The refreshed identity now lives across pubs, bars, restaurants, and craft beer retailers throughout London.
Role: Art Director / Illustrator
Client: The London Beer Factory
I took Ralph Steadman as the visual anchor - and drew every illustration myself. His style ink-heavy, slightly unhinged, full of personality - felt right for a brewery that wanted to sit between heritage and irreverence without fully committing to either. Each beer got its own character illustration, loosely drawn from historical figures, cultural references, and culinary homages, rendered in watercolour and ink. The result was a range that felt connected as a family but gave each beer its own identity something you could pick up on a back bar and immediately know what you were in for before you'd read a word.
The illustrations were never decorative. Each one was chosen with a specific conceptual logic tied to the beer it represented. Dance Juice brewed to mark the brewery's 500th brew — turned out to share its year with the Dancing Plague of 1518, when a woman named Frau Troffea took to the streets of Strasbourg and danced uncontrollably for days, eventually pulling 400 townspeople into the frenzy. Medieval skeleton street dancers against a 15th century village backdrop. The label copy invites you to pop the top and join the plague. All Night Long features Lionel Richie because it's a session beer, and the pun does the work. Beer for Faye Wong is brewed with mushrooms, a nod to chef Tim Anderson's vegetarian ramen dish of the same name, created as a culinary homage to the Hong Kong pop star. The illustration follows.
That's the system: every character earns their place. The concept, the flavour, and the illustration all point at the same thing.
The refreshed identity now lives across pubs, bars, restaurants, and craft beer retailers throughout London.
Role: Art Director / Illustrator
Client: The London Beer Factory
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