Lewis Moberly United Kingdom To adapt the expression of the “Sourglass” concept in an “X” symbol, the studio was immediately presented with a challenge. Should the identity be a direct representation and extension of the bottle structure? Or, should it be more abstracted and have its own personality with an implied connection to the bottle design?

Opting for the latter, they drew inspiration from the illustrations of the outer canister. The original, historical concept of the “Fitzrovia beer flood” was reworked and extended into the shape of an “X” mark — two main waves intertwine, revealing hidden characters and details within them, retaining the history, provenance and spirit of the award-winning original concept. lewismoberly.com