Up Front's bold new brand with arresting illustrations inspired by Moby Dick

Lovingly crafted by its founder Jake Griffin, the new range of beers have been named after characters from Herman Melville's classic story and so formed the basis of the entire "seaborne adventure" look and feel.

"Up Front’s existing brand identity was refined in line with these signature illustrations and vice versa," said Greig Anderson of Freytag Anderson. "The beer names are presented in a simple letterpress-inspired font which ties in visually with the linocuts."

Apparently, there's more to come from the Scottish studio with labelling for special ranges for Up Front in the coming months. In the meantime, be inspired at freytaganderson.com.