Previously a collaboration between bar owner Darren Filsell and Lost Industry Brewing, Darren acquired the business and enlisted Hop Forward to revamp their brand identity. The client requested a sleek and recognisable design that could be reproduced on merchandise, without the need for text. Furthermore, they sought a design that conveyed both “craft beer” and “Sheffield”.
We developed a logo that incorporated the iconic Sheffield cooling towers, which were once part of the skyline near Meadowhall shopping centre until their demolition in 2008. While the towers could be perceived as chimney stacks, we leveraged their form to resemble beer steins, thus maintaining the craft beer element. Our design drew inspiration from other craft beer brands, utilising similar themes and subtle cues, although some of these were ultimately excluded from the final version.