Inspired by the industrial revolution, Fuelling the North is a concept brand for a new beer. The dark colour of the stout is reflected in the can and bottle designs, with a sooty black featuring prominently.

The illustration depicts large beer bottles – resembling towering chimney stacks – rising dramatically from a gloomy northern landscape; the roughened style referencing northern grit. You can almost hear the whistle sounding to mark the end of the working, with droves of workers flowing to the local ale houses.