The small independent brewers ‘The Riptide Brewery’ came to us with a new line of beers to transform. They wanted a design that had “character and charm” so we created Will Power. Using both our brains and brawn we developed a brand that brings the characterful beer to life. Who are those two dashing men performing dastardly (almost seemingly impossible) feats I hear you ask? Well they're the Wills of course! A mixture of concept, copy writing, illustration, packaging, web design and puns makes up this trio of tasty pale ales.