New Logo, Identity, and Packaging for Vocation by Robot Food

Established in 2015, Vocation is one of the largest volume craft breweries in the UK. Located in the charming town of Hebden Brigde — described by The Guardian as the “quirkiest/kookiest/koolest/most LGBTQ-friendly/least chain-store-y etc small town in the universe” — the brewery was started by John Hickling, a former IT professional working at a bank, who expected to brew four times a week and have someone sell a few cans but that plan quickly changed when Vocation’s beer got into Tesco and it now sells the equivalent of 10 million cans per year with the help of approximately 60 employees. Looking to improve its “on-trade” sales — selling to bars, restaurants, hotels, etc. (vs. off-trade, which is selling to grocery and convenience stores) — Vocation has intr