Upper Street Beer Bros, Hangover

In 2018 I was asked to breathe life into the inaugural APA beer of Upper Street Beer Bros, Hangover. Right from the start, they asked me to take inspiration from the iconic Upper Street art deco cinema (The Screen) in the heart of Islington, London. I delved into the architectural details of the cinema’s facade, extracting elements that would infuse the design with the spirit of its grandeur. The whole design evolved into an artistic poster style concept making use of a colour palette bursting with vitality, ensuring Hangover would stand tall amidst its competitors. Geometric shapes lock together across the label, each angle a nod to The Screen’s cinema interior. And what of the font, you ask? Bold and unapologetic, it echoed the elegance of the art deco era while carrying a cheeky secret – the absence of «Counters», those delightful holes in the letters, cleverly emphasised the very essence of a hangover. In the end, Upper Street Beer Bros’ Hangover emerged not just as a beer, but as a work of art – a testament to the marriage of creativity and craftsmanship.