Campaign for Real Ale (CAMRA) approached us to design a graphic identity concept for the Great British Beer Festival.  The event is held at Olympia London in August with over 50,000 paying visitors and over 900 beers, ales, ciders and perries to drink; along with live music, games and food.

The Approach

CAMRA were looking to grow attendance from a more diverse audience and provided us with graphic inspiration for what they like. We began with a little bit of upfront research and undertook some interviews with a small cross section from the target audience enabling us to understand who to target and how. We came up with 5 different ideas, one using user generated content to help increase customer engagement and social amplification which we an’t show, but here but a few we can using illustration and a typographic route.

Due to a long standing relationship with an existing agency we didn’t get the project (violins) but we did go on to work with CAMRA on a number of other projects including the CAMRA Pubs & Wellbeing initiative.