In 2019 the suicide rate for men in the UK was at its highest for two decades, seeing men account for roughly three-quarters of all suicide related deaths. Men aged between 45-49 remain at the highest risk.

Half Full Brewing Co is a conceptual brewery, with a mission to dismantle the stigmas & incentivise men to have those often difficult conversations about mental health. The brand is positioned to infiltrate a familiar & recognisable environment, delivered with a visual language & colloquial tone of voice that ceases to alienate, deter or discourage.

Infiltrating the environment of pubs, breweries & beer, Half Full Brewing Co is positioned to harness & celebrate the community, solidarity & conversations indicative to this space, repurposed as a vehicle to encourage essential conversations & dismantle antiquated stigmas.

The association with alcohol & the lexicon of mental heath more often than not focuses on the damaging effects of alcohol abuse & its duality alongside mental illness – a conversation both essential & necessary. That being said, there appears to have been a missed opportunity, an oversight to harness & celebrate the community, solidarity & conversations that begin to emerge from the culture of pubs, breweries & beer. This unique dichotomy invites an identity that plays on duality, underpinned by a visual language indicative to masculine convention.

Strategy: 
Mission: To dismantle the stigmas & incentivise men to have conversations about mental health.
Vision: To no longer live in a world where a disproportionate number of men take their lives.
Purpose: To dismantle the stigmas & get men talking about mental health.

Creative Springboard:  Boys Don’t Cry
The identify hijacks a visual language indicative to masculine convention, a covert operation with the intent of infiltrating a familiar & recognisable design language. Half Full boasts a brutalist, bold & industrial look & feel that nods to convention, poised to communicate & resonate without alienating, deterring or discouraging.