In 2019 the suicide rate for men in the UK was at its highest in two decades, seeing men account for roughly three-quarters of all suicide-related deaths. Men aged between 45-49 remain at the highest risk.
Half Full Brewing Co is a conceptual brewery, with a mission to dismantle the stigmas & incentivise men to have those often difficult conversations about mental health. The brand is positioned to infiltrate a familiar & recognisable environment, delivered with a visual language & colloquial tone of voice that ceases to alienate, deter or discourage. Infiltrating the environment of pubs, breweries & beer, Half Full is positioned to harness & celebrate the community, solidarity & conversations indicative of this space, repurposed as a vehicle to encourage essential conversations & dismantle antiquated stigmas.
The association with alcohol & the lexicon of mental health more often than not focuses on the damaging effects of alcohol abuse & its duality alongside mental illness - a conversation both essential & necessary. That being said, there appears to have been a missed opportunity, an oversight to harness & celebrate the community, solidarity & conversations that begin to emerge from the culture of pubs, breweries & beer. This unique dichotomy invites an identity that plays on duality, underpinned by a visual language indicative of masculine convention.
The identity hijacks a visual language indicative of masculine convention, a covert operation with the intent of infiltrating a familiar & recognisable design language. Half Full boasts a brutalist, bold & industrial look & feel that nods to convention, poised to communicate & resonate without alienating, deterring or discouraging.