Based in Wood Green, craft brewery The Goodness wanted an identity that would express the brand’s positive outlook and stand out from the ever competitive craft beer crowd.

In an ever competing craft beer market we set out to research the category, but also kicked off the project with a workshop to get to know our clients, The Goodness better.

The team of five friends who founded the brewery were keen to avoid the masculine naming and visual codes common in the craft beer category and to create something more inclusive. Keen to build a community of likeminded people within the local area, they wanted an inviting, positive look on craft beer. To celebrate good beer, good people and good times!

Their brewery tap room is a fun and welcoming space that appeals to the whole community, from beer afficionados to families alike, and they wanted their identity to reflect this friendly and welcoming approach.

Our brand mark puts a welcoming smile at the very heart of the brand. The broad palette of bright but warm colours with bold graphics for each beer, brings to life the positive and upbeat names they had given their beers, making the brand feel fun, inviting and accessible but underpinned by quality.

Whether its expressive can designs, beer mats, apparel or posters we created a visual connection through the brands positive outlook using colour, tone of voice, dynamic graphics and a simple bold smile.

With the sheer simple bold approach, we intentionally stepped back from the electric craft market, to stand out.

The Result: “I never knew how much we needed Bright&Bold until they came into our lives. They visually portrayed language about our company that had only ever been spoken.

Their diligence, work and patience to get us to where we are now – I struggle to imagine anyone else being as invested in my investment. I cannot more highly recommend the branding experience that we had with them.”

Joe Louis Sheasgreen  – Co-Founder, Director, The Goodness Brewing Company