New branding from the London office of design agency Turner Duckworth for UK craft beer maker Vocation Brewery comes to vivid life in this film, seamlessly mixing typography, cel animation, 2D motion, and CG product renders.

Daniel Kennington, CD/motion designer at Turner Duckworth: “Challenged to make Vocation Brewery’s branding more eye-catching, we transformed their packaging and created a world that is as bold and expressive as their beers.

“The heart of Vocation’s new identity – ‘the eye’ – is a secondary mark from the brand’s recent past which speaks to the their unwavering focus and visionary outlook. A master eye was rigged to move, blink, transition and open sight lines to new content. Central to the narrative, it leads the story, revealing content and the colorful worlds of the different flavors Vocation beers offer.
 

“The main challenge of the project was to bring character to the eye and make sure it fit the tone of the brand, then mixing that with typography, cel animation, 2D motion design, and CGI product renders.”

 
“Expressive typography frames the story, interacting with the eye and bringing to life the new brand font. A new technical monoline illustration style reflects Vocation Brewery’s story of precision and passion.

“The main challenge of the project was to bring character to the eye and make sure it fit the tone of the brand, then mixing that with typography, cel animation, 2D motion design, and CGI product renders to create something that feels distinctively of the brand and different within the category.”
 
 

 
Client: Vocation Brewery

Agency/production: Turner Duckworth London
Animator: Daniel Kennington, Marek Mundok
Illustrator: Brian Steely