JW Lees Family Brewers
Idea: A flexible typographic identity
Produced while working at Squad

JW Lees is a brewery in Manchester, England. Started in 1828 by a retired cotton mill manufacturer, John Lees.

JW Lees have since produced their own ales and lagers, as well as running their own pubs as they quickly realised the best place to enjoy a pint of JW Lees ale is in a JW Lees pub.

Whilst working as a designer at Squad I worked with David Barraclough (creative partner), and Rob Gray (strategic partner) to give the entire JW Lees beer range a refresh.

Our aim was to make the beers feel as part of family; yet allowing each beer to have it’s own look and feel.

This led to a typographic template-driven system with a consistent logic across the range; keeping the logo firmly rooted at the top of each design, whilst celebrating the ABV and brewery address towards the bottom. Which allowed us the opportunity to let the character and heritage of each beer to shine through.

We have continued to work with JW Lees to develop signage across their pub estate, wider branding elements and working closely with their in-house team.

“I’ve never done anything like this before, but when Michael asked me to collaborate on a beer, I couldn’t resist. It feels right.” -Professor Brian Cox.

We worked with the JW Lees on their collaboration brew with Professor Brian Cox to create some characterful beer branding that captures the spirit of Cosmic Brew.