on Fair Isle

Visual identity for a range of craft beers celebrating Fair Isle knitwear.

From the very beginning my agenda for this project was to create a brand identity that not only celebrates the knitwear but also takes it back where comes from and sheds some light on Fair Isle with its unique and rich culture.

The main feature of the design are colored stripes with knitted patterns. Their placement high up on the bottle comes from the fact that often the main pattern of a Fair Isle jumper is put on the chest.

The patterns are inspired by knitting charts and punched cards traditionally used by Fair Isle knitters. Use of paper with embeded fibers adds a layer of tactility. Each style of beer is named after a Fair Isle landmark. Colour palette and typographic choices in the project were largely informed by old photos of Fair Isle and its inhabitants.