When Adnams asked for help launching a new range of craft beers, I jumped at the chance.

I'd never designed and launched a brand from the ground up before. A small detail I may have left out during the briefing.

I'd love to say I invented a fictional brand with a wild backstory that the public fell for hook, line and sinker.

But I didn't.

As is sometimes the way, the answer was already there. Tucked away on an old label from 1856. Long forgotten by the client.

Jack Brand.

All we had to do was bring it back.

Each beer was named after a real figure from Adnams history. The first being Mr. Clump Sagin — the brewery tug of war team captain. 1953. Writing the labels was a particular labour of love. A small tribute to people from black and white times who deserved to be remembered.

Sometimes the client is sitting on the answer all along. They just can't see it because they see it every day.