Guest typographers
The JW Lees beer identity celebrates deliberately diverse typography. By continuing with typographic designs, we could maintain the family feel of the beers. Where the core range favours muscular display fonts, many with industrial heritage, we brought in a guest lettering artist with a more fluid approach. Alison Carmichael's lettering ensures the beers stand out in the market, and from the core beers, as well as unifying the designs across the year. We also created names that linked to the time of year or beer style, and which made for distinctive, memorable bar-calls.