A nano-brewery arrived with three strange drawings and no system. We turned it into a whole brewery universe — mark, can artwork, tap badges, glassware direction, merch, and a cinematic site that holds it together.
A single key visual built from the whole cast — wordmark anchored in white, every character orbiting. This is the brand condensed into one frame, and the blueprint we worked back from.
Most breweries arrive with a strategy deck and ask for a logo. Pixie arrived with the opposite — three illustrations from a Lithuanian artist that already had personality coming out of them, and no system to hold them together.
01 — Garage
02 — Bird
03 — Heart
We didn't push any of the drawings toward becoming the mark — they were too detailed to survive at favicon size. Instead we pulled the DNA out: the eye, the hop spirit, the tendrils. One vertical totem that scales from a beanie embroidery to a pub mural.
An eye at the heart. Hops blooming above as a "spirit", not a literal cone. Tendrils curling out either side. A single drip below. Heavy black linework holding it together. Flat unblended colour inside.
Symmetric enough to feel mythic. Simple enough to scale. Distinctive enough that nobody confuses it with another brewery.
A single mark can't cover every surface alone. So we drew four reductions of the same logic — each engineered for a job the primary totem couldn't do on its own.
01 — Eye
02 — Totem
03 — PX
04 — Hop
Every can has a single hero illustration anchored in the centre. Side characters and a quiet pattern field do the supporting work around it. No can ever screams; each one tells a story.
Fig. 04 — Garage Daze · the can as a portal
Garage Daze · NEIPA
First Krush · Hazy
Rib Ride · Red IPA
Longest Green · Hazy Pale
Norsk Pilsner · Lager
Incognito · Imperial Stout
Sticky End · NEIPA
Cast member · Wolf
Pixie sells exclusively in 30-litre KeyKegs through pubs and festivals — so the tap badge is where most drinkers first meet the brand. We built a single circular system: ornate gold border, name set arching in heritage caps, illustration centred, style and ABV beneath.
Every other craft-brewery site felt like a content-managed marketing template that happened to be about beer. We wrote one rule into the brief — build a world, not pages — and built the whole site around it.
Above-the-fold is the cinematic hero. Past that, each section flips into a new dominant brand colour with one matching illustration — pink for the origin story, deep teal for the catalogue, sun-yellow for the merch.
It reads less like a website and more like flipping through a brewery's own picture book.