True Story Brewing Co., a long-standing client and a microbrewery based in the picturesque South West of the UK, approached us to name and design the branding and packaging for Cavalier Lager. This new sub-brand was crafted to appeal to local beer enthusiasts seeking a higher-quality lager than the typical offerings found in their favourite country pubs.

Fresh Thinking For A Fresh Lager
We drew inspiration from the Cavaliers—elite guards celebrated for their mastery of arms and horsemanship, renowned for their courage and boldness. These historical figures embodied the perfect metaphor for the lager: bold in flavour, fresh in taste, and proudly marching ahead of the ordinary.

Crafted Locally, Enjoyed By All
The name set the tone for the design, which was deeply influenced by the lager’s unfiltered, all-natural recipe and its local roots. Our goal was to create an identity that balanced artisanal craft with a sense of quality and approachability. The result? A visual style that merges slightly worn wooden letterpress typography with traditional woodcut illustrations. These elements are paired with a bold and striking colour palette, creating a harmonious blend of historic charm and modern appeal.

A Bold and Brave Brand World
Our work didn’t stop at the branding and packaging. We also spearheaded the launch of Cavalier Lager with a vibrant brand campaign designed to resonate with local pub-goers. At its heart was a bold question: “Are you brave enough to try something new, something fresher, something better?” This campaign extended across multiple touchpoints, from eye-catching point-of-sale displays inside pubs to outdoor advertisements. Adding a touch of personality and flair, we introduced the Cavalier mascot—a striking figure fighting for fresh beer wherever they ride into battle.