Rough & Tumble
Rough and Tumble is a beer brand for an active, younger audience, shifting drinking culture from the pub into an outdoor, lifestyle-led space. Built around “the push and the pause,” it combines a light, citrus-led product with a cohesive brand system designed for real, social moments.
Hatch - Brand Opus
Branding, Packaging, Web & Advertisment
Illustrator, XD, Photoshop, Canva Video
Behind the Design
Younger drinkers (18–27) are drinking more intentionally - less often, but with a focus on quality, identity, and experience.
At the same time, movement culture is rising, with hiking, trail running, and outdoor socialising becoming aspirational lifestyles, reflected by brands like Arc’teryx and Salomon.Beer, however, remains rooted in pub culture and traditional rituals, failing to evolve with these shifts in behaviour.
The Result
The result was a strong, cohesive brand that successfully translated across multiple touchpoints, from product to digital and experiential design. The project was shortlisted for the 2026 Hatch Brand Opus competition, highlighting its strength both conceptually and visually. It demonstrates a clear and considered approach to building a brand that feels relevant, distinctive, and grounded in real behaviour.
Next project
LET ME SEE MORE PEASE
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