THE CHALLENGE:
Wild Card Brewery launched in East London as a small, fiercely independent craft brewery with a strong local following and real ambition. When I joined as part of the founding management team, there was energy and personality but no visual system, and no strategic framework for growth. The challenge: build a brand strong enough to take Wild Card from local favourite to nationally recognised name, without losing the authenticity that made people care.
WILD CARD BREWERY
THE APPROACH:
Wild Card's greatest asset wasn't the beer, it was its culture. The brewery existed at a genuine intersection of craft, diversity, community and East London creative life. I identified three priorities: a distinctive visual identity with real handwriting; a cultural partnership strategy that placed Wild Card in genuinely interesting contexts; and the operational infrastructure to maintain quality as the business scaled rapidly.
SCOPE OF WORK:
Full visual identity, developed and evolved across six years.
Brand scaling: systems and standards during threefold growth
Packaging design direction across the product range
Campaign strategy and execution across social, OOH and crowdfunding
Photography and film direction with cultural partners
PACKAGING DESIGN
Worked closely with the founders to develop the packaging design of the prodcut, managing external creatives and production partners.
ART DIRECTION
Developed an innovate range of designs for the annual International Women’s Day Collaboration Brew. I sought out female artists and illustrators to create unique designs for these limited edition prouducts.
Illustration by Ying Li.
AWARD WINNING DESIGNS
Contributed to the brand’s industry recognition as a finalist at the SIBA Business Awards for Best Concept Design.
PROMOTIONAL MATERIALS
