Last year the Liverpool-based consultancy planned a series of unusual not-for-profit projects. This initial project was founded on the concept of collaboration – and saw the studio create its own beer.
SB Studio creative director Benji Holroyd says, ‘We work with a drinks brands and when the opportunity of brewing our very own beer came about we thought it would be an interesting branding experiment.’
The consultancy worked with the Liverpool Craft Beer Co to create a 5 per cent wheat beer which SB describes as being ‘beautifully balanced’ and uses ingredients including blood oranges, coriander seeds and Belgian candy.
When it came to naming the beer, SB Studio enlisted the help of the public, and last year launched an online naming tool so that people could create their own monikers – with the only restriction being that it had to start with an S and a B.
More than 1000 responses came back, with suggestions including Slumped Bratwurst, Sombrero Bolero and Spandex Butcher.
Beer brewed and named, SB Studio now had to create the label artwork, and turned to a host of international designers including Lance Wyman, Build, Peter Grundy, Seymour Chwast and Angus Hyland to contribute their ideas.
SB shortlisted 100 of the name suggestions, and sent one to each designer: 100 names, 100 labels and 100 different artists.
SB Studio is currently revealing the artworks on its Twitter feed, and says all 100 bottles will be exhibited online and in a touring exhibition, with all profits going to ArtFund. The beer will then, apparently, go into full production. Find out more at 100100.org.uk.