A Storm is Coming
For people in the brewing industry Timothy Taylor’s stands at the top of both brewing quality and expertise. “People will travel miles for a pint of Timothy Taylor’s” and it’s true. The brewery has respect from peers and passion from drinkers. The brief was to create the same desire in younger drinkers without creating ‘yet another craft beer’. Launching in can format is a first for the brewery.

Weather Warning
The master brewers unleashed a triple-hopped pale ale, a cyclone of tropical refreshment with flavours of mandarin, mango and passion-fruit. The brand had to be confident on both bar and shelf to attract a younger drinker to the Timothy Taylor’s brand and grab the interest of their core drinker. The colour orange was inspired by the flavour profile of mandarin and mango, but also a colour strongly associated with warnings and storms. We designed a single lightning strike icon to represent the ‘HS’ of Hopical Storm but also to symbolise a hit of taste. The Timothy Taylor’s Golden Promise Barley icon was also hit and re-crafted to appear blown in the storm.

We also experimented with different tactile qualities of the wrap around label, to give the impression that a storm has left it’s mark on the can. A rough texture was applied to mimic the roughness and noise of storms.

We created the brands tone of voice to reflect the name with ‘a storm is brewing’ ‘strike thirst’ and ‘a strikingly triple hopped pale ale’.