Floating Heads is an IPA brewery with a goal to embody freedom. Their IPAs are created for easy, casual drinking. Maximum aroma, but minimum bitterness so they are as drinkable but full flavoured as possible.

Floating Heads is all about creating a laid-back experience for social drinkers who want to soak up the atmosphere, day or night. Unapologetically simple and easy. Endless fun without any fuss.

The challenge was to design a visual identity to reflect the Floating Heads philosophy, while also creating appeal and distinction for each of its IPAs. The brand needed a contemporary look and feel to showcase its original flavours to an urban crowd. Evoking a sense of freedom and social relaxation was also key.

For a brand that’s all about freedom, our designer Lewis took a ‘no rules’ approach. He incorporated a combination of techniques, using traditional methods like sketching and lino printing for specific elements, then recreated them in Illustrator.

Floating Heads wants to pair laid-back, effortless socialising with original tempting flavours. This illustrative approach with its non-perfect lines and sense of innocence captures that simplicity and easiness, while really reflecting the fun of the ingredients.

Lewis added depth to the visual identity by using real elements alongside the illustrated elements. This gives a contemporary humour to the design, which suits the social essence of the brand perfectly.