Vocation Brewery updates its image for its ‘next phase of growth’

Vocation Brewery, based in Yorkshire, has had a brand makeover and has rolled out new packaging to mark a “new chapter” for the business.

The brewery, which was founded by John Hickling in 2015 and now brews over 10 million pints a year, is best known for beers such as Life & Death IPA and Crush Hour hazy pale ale.

As part of the new look, Vocation has reintroduced its eye icon which is prominent on the packaging to make it stand out on shelf in supermarkets and in bars and, according to the brewery, symbolises its “focus on crafting beers of substance”.

Speaking about the brand refresh, Vocation head of marketing Tom Holmes revealed that it was provoked by a desire for the brand to be eyecatching and become recognised among other beer brands.

Holmes said: “In today’s competitive landscape, standing out on-shelf and in bar is key, and our new creative direction boldly and distinctively positions Vocation Brewery’s desire to brew bold and flavourful beer for the many.”

The timing of the makeover also coincides with the brewery embarking on what it describes as the next part of its journey. To highlight this, Holmes explained that the brand refresh marks the start of an “exciting new chapter” for the business and revealed that Vocation has “invested in the brewery to brew flexibly at scale” and admitted that the business in its “next phase of growth”.