Taken up as a student project, I imagined a brand of beer that doesn’t yet exist in the market, and that led to the creation of Clinch—a beer for the brave!

Originally born from the desire to have a quality and “cool” beverage for MMA fighters and fans of the fight game, Clinch is all that and more. A “gripping” (pun intended) undertaking, the answering of a simple question inspired a lot of the work done for Clinch—”How would a beer that tough guys drink look?”

An MMA practitioner myself, from the get-go I knew that designing and writing for Clinch would be tons of fun. They say when you’re having fun it shows and that’s exactly what happened with Clinch. I studied the UFC, I looked at the kinds of tattoos popular fighters like Conor McGregor, Jon Jones, Georges St-Pierre, etc. sported and I even visited local liquor stores and supermarkets to ensure that what I was going to be doing for Clinch would stand out on the shelves. Shockingly, none of this felt like work – that’s how invested I was in Clinch.

Eventually, I realized that larger-than-life type, psychedelic patterns, vectors of mean-looking dogs, and unconventional copywriting was the way to go. Overall, I had Clinch, the “parent brand”, and under Clinch I had 3 aptly named beers—FURY, a premium lager beer; KICK, a world-class pilsner beer and K.O., an exclusive Belgian ale. This, of course, was targeted naming and designing for MMA fighters and fight fans.

Although not yet an actual beverage and just a figment of my imagination, Clinch celebrates the spirit of a fighter – to go up against all odds and emerge a winner is no walk in the park… after all, it’s a beer for the brave.
And if there’s a fighter in you as you go up against the dreams you have for how your life should be, Clinch is a brand that salutes you and stands by you.
You do not fight alone!