Full Circle Brew Co.

Boldly Simple

O Street was asked to develop a brand—concept, name, logo and packaging—for a new venture into craft brewing. Meet Full Circle Brew Co.

Studio photography of 'Hoop' beer cans on a blue background. Full Circle Brew Co. Brand design by O Street, Glasgow. Studio photography image of red and cream Ringer Beer cans on a red background. Brand and Concept for Full Circle Brew Co by O Street. Studio photography, yellow and cream beer 'Repeater' Beer cans on yellow and cream background. Full Circle Brew Co. concept and identity by O Street Brand Concept, Packaging Design and Label System for Full Circle Brew Co. - Orange and Cream 'Looper' Beer Cans on an Orange and Cream colour block background.

Housed at Hoults Yard in Newcastle, the brewery is an offshoot of Lanchester Wines. They had started developing beer recipes and had bold plans for rapid expansion, but needed a brand to match their vision.

Brand Concept and Naming development exercise in O Street Studio in Glasgow. Brand concept, name and development process image for Full Circle Brew Co. Brand Identity.

With a creative blank slate other than making bloody good beer, we ran initial workshops on site. As they are a family-owned brewery with a windmill on site generating power, we narrowed in on a concept focussed on family and sustainability. 

Full Circle Brew Co. Logo DesignFull Circle Brew Co. Brand Guidelines, O Street. Logo placement, colour palette and fonts.

Our approach for their logo and can designs was stark simplicity. We wanted a design that would pop off the shelf and delight in the hands.

A monochrome colour wash of the Full Circle Brew Co. Logo in position at the brewery and tap.Monochrome colour wash image at Full Circle Brew Co. brewery in Hoults Yard brewery in Newcastle Upon Tyne.Full Circle Brew Co. packaging design shown in glass door fridge - highlighted Full Circle Brew Co. range

Whether it’s a massive steel sign, a tote bag or a can of beer, the Full circle Brew Co. logo catches your eye. The brewery already had a bottle shop, so we used it as an opportunity to A/B test the effectiveness of our labels as we developed them. 

Detail image of Full Circle Brew Co. design. Brand identity and concept by Scottish Design Agency, O Street.Outline illustration from Full Circle Brew Co beer cans. Packaging design and brand identity.Outline illustration from Full Circle Brew Co beer cans. Packaging design and brand identity.Outline illustration three from full Full Circle Brew co. Packaging design and brand identity.

Each can features a landscape illustration of a different location near the brewery. Printed only as a raised varnish, these details are a treat for any beer seeker who reaches for a Full Circle beer in the shop.

Full Circle Brew Co. Packaging 3 layout options on an orange background. Part of the full brand identity by O Street, Glasgow.

The studio also developed a label system for Seasonal and Collaboration ranges. Designing product lines that are unique but on-brand is a common task for us. Embracing the circular concept, we rotated the grid and logo for each range. Thanks to our modular label system, they’ve been able to start producing variations for small batches of brews.

Full Circle Brew Co. Merch Design featuring Logo by O Street. Cotton tote bag featuring Full Circle Brew Co. Logo Design by O Street.Full Circle Brew Co. packaging beer can design.

Despite launching just prior to the Covid lockdown, Full Circle Brew Co. has grown from strength to strength. The beer and brand have been met with overwhelmingly positive reactions from Full Circle’s local audience as well as beer drinkers all over the UK and Europe.

Full Circle Brew Co. Logo in motion.

Stay fresh out there.

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