• Transform magazine
  • June 22, 2024


UK brewery showcases eye-catching rebrand


Vocation Brewery teamed up with design agency Turner Duckworth to build distinctive packaging. The rebrand aims to create a unique visual identity that is easily recognisable on the shelves.

Vocation Brewery is a beer company that prides itself on brewing a wide range of drinks from IPAs to stouts. Turner Duckworth was given the task of creating cohesion and consistency in packaging while showcasing brand uniqueness.  

The new identity focuses on an eye asset on the packaging to stand out on the shelves. It was created by illustrator Brian Steely who designed the asset to be accessible for the existing colour palettes used by the brand. The existing colour palettes were kept so that customers could still recognise their preferred beer.  


The rebrand by Turner Duckworth also includes a change to tone of voice on pack. This change aims to promote reliability by using 'everyman' language, which allows the brand to be more approachable. 

David Thompson, creative director at Turner Duckworth, comments, “Vocation Brewery is based on top of a hill, so they have a great perspective on the world. The eye becomes an all-seeing icon.” 

Vocation Brewery and Turner Duckworth hope this new rebrand invites reliability and distinctiveness to its customers.