Agency Valar brought me on board to help shape the identity for this startup brewery, which has a mission as bold as its founders: to donate part of its profits to a charity supporting military veterans.

Meeting the founders for a tasting session in the rolling hills of Herefordshire was an experience in itself. Between sips of their incredible lager, they shared stories about their "church"—a makeshift military bar they set up at every SAS mission HQ they occupied. It wasn’t just a place to unwind; it was a hub for building trust with locals and foreign assets to foster peace and avoid conflict wherever possible.

It quickly became clear this wouldn’t be just another branding job. They wanted the brand to honor their roots while feeling authentic, warm, and premium. We steered clear of overly simple, modern designs, opting instead for a look that embraced classic craftsmanship with rich, heritage-inspired tones—and perfect match for their story and vision.