Conceptual branding and packaging for Half Full Brewing Co designed to start conversations about men’s mental health.

Half Full Brewing Co is a conceptual brewery with a mission to dismantle the stigmas and incentivise men to have those often-difficult conversations about mental health. Its brand positioning acts as a driving force by subverting familiar environments indicative to masculine convention, into a playful springboard for conversation.

Freddie Hall’s design sets out to harness & celebrate the community, solidarity and conversations that begin to emerge from the culture of pubs, breweries & beer. Its minimal yet bold look provides familiarity in its seemingly typical style and supports its message by avoiding alienation by over complicated or highly emotive symbols or imagery.

Its ‘Half Full’ name plays on the positive version of the old idiom, further accentuated with the single strip of colour positioned in the lower half of the label, highlighting what’s left, not what’s missing.

Branding and typography is also employed to boost messaging through the use of word-play and puns, another custom traditionally associated with masculine convention, offering a conversation starter and gently encouraging dialogue through humour.

For more information about Freddie Hall’s design visit his website .

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