The Oath of Generosity

THE CHALLENGE
In a world of overhyped craft beer brands shouting louder than they brew, Gipsy Hill had lost its distinction. Once celebrated for its South London spirit and deeply drinkable beers, it risked being drowned out by macro breweries with deeper pockets and flashier campaigns.

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THE INSIGHT
Craft beer was in danger of becoming performative. The industry, and the likes of Brewdog in particular were obsessed with attitude over authenticity, and consumers were starting to feel short-changed – both in flavour and in spirit. While in the process of a brand sprint, I was next to the founder, Sam. Noticing he was overwhelmed by the speed of the day, I asked him to write down a list of things he knew to be true about Gipsy Hill. On this tiny orange post-it he'd written, one immediately stood out: "Generously Hopped"

It clicked. Gipsy Hill had something the big brewers couldn’t fake. They had always been genuinely generous. From the way they brewed and supported their community to their shared ownership model and open, no-secrets approach to craft.

THE EXECUTION
We brought The Oath of Generosity to life by creating an identity that quite literally overflows. Every element – from colours to graphics – was designed to feel full, honest, and warm. A system that layers, overlaps and spills with energy – a lot like Gipsy Hill’s own community.

Inspired by the streets surrounding the brewery, sticker culture became our signature device, a visual language of abundance that never stops giving. Each one carried a story – a flavour note, a cheeky message, or a nod to the people behind the pint. Photography championed those who make it all happen: workers, drinkers, and neighbours alike, capturing grit, generosity and joy in every frame.
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THE CRAFT
The voice of Gipsy Hill is uplifting, plain-spoken and down to earth, like a pint shared with good company. While competitors concentrate their efforts on getting noticed, we stayed true to Gipsy Hill. This voice needed to open up and have a good time while it was at it. Short sentences. Chatty. Just the right level of serious. The kind that makes you smile because you know it’s not small talk. Confidence without ego, pride without pretense.

There’s a rhythm to how it speaks: quick, light, and full of heart. It can crack a joke, raise a glass, and make a point all in one breath. That's South LDN soul at its finest. A place where quality means nothing if you're not willing to share it, where generosity isn't a 'value', it's a vow.