Lager has been out of the spotlight for a while, but discerning drinkers are beginning to appreciate the subtle complexities of pilsner. Having positioned, named and created the Vocation brand and original line-up in 2015, Robot Food took the same rebellious and irreverent approach for the lager, choosing ‘crisp and fresh’ as our design strategy. Against a clean white background which captures the lager’s fresh flavours, Robot Food added bright neon flashes of spray can paint. These slashes of vibrancy encapsulate the brand’s distinctive character and also differentiate the three inaugural SKUs – Pure Pilsner, Yakima Pilsner and Dirty Pilsner. The bold designs, colourways and punchy tone of voice work together to express Vocation’s dynamism and self-confidence with delicious clarity, while the Vocation logo takes centre-stage for a louder, prouder brand expression.