When a brand has the mission to pioneer the modern craft beer revolution, you know a bold creative approach is your only solution. We took inspiration from the old and the new, paying homage to Watling Street both as a brand and as an iconic avenue. Streetlife is exploding in the UK, it has a strong craft resurgence and is a rich territory for the ever sought after millennial. By dissecting the essence of streetlife and street expression, we identified a fun defiance towards the serious. Now we just needed to ground this in Watling Street. Naturally we were lead to the infamous characters who graced these parts, who walked this street. Taking direction from our newfound essence of streetlife, we playfully defaced these great icons, creating rich stories that tied them to brand. Now Watling Street stands proudly on shelf, full of charisma and unapologetically present. Now bold and progressive, Watling Street can pioneer the revolution.