A charitable partnership between craft beer company Brewgooder and mental wellbeing project Wrestling Demons aims to cater for the mental health needs of hospitality workers.
In collaboration with artists, bartenders and suppliers, the initiative has developed Please & Thank You, a special 4% abv rice lager designed to raise awareness of the negative psychological toll that service industry jobs can have on some members of its workforce, especially in light of Covid-19.
The packaging of the beer includes a QR code that allows drinkers to donate money towards therapy workshops for hospitality workers run by industry specialists Me, Myself in Mind. With the pandemic making service work more precarious than ever, the scheme demonstrates the importance of the wellbeing industry in the hospitality sector.
In a further partnership with the charity CALM, Black Storm Brewery has created a selection of beers that use packaging design to raise awareness about suicide rates among men.
Taking inspiration from the zodiac star system, design agency Wonderstuff has developed 12 different designs that use pastel colours and playful illustrations to subvert traditional tropes of ‘masculine’ beer branding. The resulting designs aim to radiate calmness and warmth, promoting open conversations among drinkers through this aesthetic. In this way, Black Storm is showing how beer companies can use branding as a way to champion charitable causes.