Northbound

Paperjam Design met Martina and David Rogers in April 2013 to help with their new venture. The couple had recently relocated from Australia to Ireland and were planning to establish a beer brewery in their current location, the shores of Lough Enagh – a little outside the city of Derry / Londonderry, Northern Ireland.

Paperjam were instantly inspired by the couple’s story and the location of the brewery and wanted to incorporate these into the brewery name and came up with ‘Northbound’ – referencing their journey North from Australia.


Designed by Paperjam Design, Belfast, Northern Ireland

Designers Andy Henry & Paul Malone

With the final brewery name selected Paperjam began to work on the visual directions for the couples first beer. 3 strong creative directions emerged.

Maiden Voyage: The first emphasised the journey the couple took from Australia to Ireland and how the first beer produced would be their Maiden Voyage in ‘The Maiden City’ (Derry/ Londonderry was nicknamed the Maiden City by virtue of the fact that its walls were never breached during the Siege of Derry)

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The second design referenced the migratory nature of the couple’s travels and used small migrating birds to emphasise this theme

Migration Concept

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Final Chosen Concept 

The final visual direction was inspired by numbers; using a different number for each beer relating to its unique flavour. As a ‘Master Brewer’ David would be perfecting his beer in every detail and Paperjam wanted to reference is in the label using the IBU (International Bitterness Unit) number as a visual element. After this initial presentation of visual ideas the couple chose numbers as their final direction.

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