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Opinion by Richard Baird.
Vocation is a UK microbrewery, established and run by John Hickling, with a range of craft beers that have distinctive and punchy flavour profiles, and a visual identity, packaging design and naming convention created by Leeds-based studio Robot Food. This draws on the tropical, fruity, floral and hoppy characteristic of the range, and the brewery’s fearless, daring and renegade attitude.
This post was updated March 2017 to include Vocation’s latest release, a range of craft lagers that acknowledge the increasing interest in the subtle complexities of pilsner. Robot Food drop the detailed illustration and dark backgrounds in favour of a lighter and brighter approach with the intention of expressing the crisp and fresh qualities of these new varieties whilst working in an alternative take on the brewery’s renegade attitude.
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