As Creative Director for the launch of Belfast Beer, my goal was to create a brand that went beyond just being a product. I wanted it to be a reflection of Belfast itself—a celebration of its rich culture, its grit, and its unmistakable charm. Every decision, from strategy to execution, was rooted in the city’s authentic spirit.
The process began with deep cultural research and insight. Belfast isn’t just a place; it’s a story—a city shaped by resilience, humor, and community. We took that essence and wove it into every aspect of the brand. From the logo and typography to the tone of voice and packaging, every detail was designed to resonate with the people of Belfast while inviting the world to experience its character.
A key part of the strategy was ensuring that the brand felt true no matter where it traveled. Whether someone was enjoying a Belfast beer in a local pub or halfway across the globe, the experience needed to feel consistent and genuine. To achieve this, we tapped into local design codes, storytelling traditions, and cultural nuances that make Belfast unique, while balancing it with the universality needed for global appeal.
The most rewarding part of the journey was seeing the beer embraced far beyond its origins—especially by people from Belfast. Meeting them in unexpected places, hearing their feedback, and knowing that they felt their city had been represented with care and authenticity was the ultimate validation.
Belfast Beer isn’t just a drink; it’s a brand that bridges communities and cultures. It’s proof that when you take the time to understand the heart of a place and translate it into a cohesive brand story, you create something that resonates on a deeper level.