Renegade Brewery launched Hazy Rider as a seasonal beer in their 2024 range and it has been incredibly popular. As a result, the decision was made to bring this New England IPA into the core range of beers as a permanent offering for 2025. In order to do this, Renegade needed us to refine the character and illustration style, bringing it away from the varied seasonal range and aligning it more closely with the current core range.

In 2022, when West Berkshire Brewery rebranded as Renegade Brewery, we collaborated with the team to develop a series of characters to represent each of the core beers – a band of ‘renegades, misfits and adventurers’ who have escaped the realities of the real world to live a simpler, greener life in Yattendon Forest. Each character tells a unique story, reflecting the innovation and creativity that set this distinctive line of craft beers apart.

These brand icons draw consumers into the world of Renegade, providing an escape from the everyday and fostering a connection to the brewery in a way only a character-led brand can. Whether telling the story of the brewery, the ingredients or the location, the characters help consumers feel like an integral part of the Renegade story. To fit into the brand’s established tribe of ‘Renegades’, the new Hazy Rider illustration features finer linework and numerous discoverable details, like the rest of his gang. To enable Hazy Rider to stand posed alongside the other characters, he was repositioned to a stationary seated position on his bike.

Hazy Rider exudes a cool, confident vibe, peering knowingly over his glasses to look you straight in the eye. His multicoloured hair, intertwined with flora and fauna reflects the brewery’s unique location in Yattendon Forest and their commitment to green initiatives. The can was brought into the core range’s black colourway, ensuring consistency with the rest of the core range and ensuring the consumer recognises that Hazy Rider is now part of the tribe.