London-based brand design agency, Lewis Moberly, in collaboration with the international Make a Mark initiative, introduces the groundbreaking ‘Sour Glass’ concept for Fitzwood Brewery. This innovative beer design challenges industry norms and redefines the drinking experience.

Make a Mark, a design innovation project by industry leaders Leonhard KURZ, ESTAL, and Avery Dennison, invited Lewis Moberly to participate in this 360-degree exploration of packaging innovation. Sour Glass emerges as a testament to their creative prowess, transcending traditional beer perceptions.

Situated in Fitzrovia, London, the fictional Fitzwood Brewery draws inspiration from the area’s rich brewing history, including the infamous Great Beer Flood of 1814. Lewis Moberly’s design reflects the brewery’s commitment to encouraging beer enthusiasts to savor every moment.

At 7.5% ABV, Sour Glass is more than a beverage; it’s a crafted experience. The bespoke glass bottle, mirroring an hourglass, invites a slower, more thoughtful drinking pace. The inverted design, coupled with a sundial on the base, symbolizes the brand’s essence—savoring beer, embracing tradition, and appreciating the beauty in the passage of time. Sour Glass is more than a drink; it’s a journey into the artistry of beer enjoyment.

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