Time & Tide Brewing


Time & Tide Brewing is the home of ‘creative drinking’. Driven by their passion to make people smile by producing the best craft beers from the most exciting ingredients, their rapidly-expanding range of core beers still includes firm favourites like Spratwaffler Session IPA and Kraken Coffee Stout. We’ll drink to that!

The Brief

Time & Tide’s original identity felt slightly generic, and out-of-step with the intensely creative world of craft beer, so we helped shape the new branding and packaging design brief. The objective was to deliver a unique identity, visually strong enough to compete with their coolest competitors, and transform their packaging into mini-artworks that people would want to own.

The Solution

After presenting a number of logo concepts, we were thrilled when Time & Tide picked this as their favourite. Pairing the friendly sea creature – is he an octopus, a squid, or a cuthulhu?? – with simple typography in the same line weight, creates a contemporary, cohesive-feeling brand identity that’ll last for years. Packaging-wise, we turned their labels into beery artworks by removing all unnecessary typography and maximising the space for Chris Howell’s colourful, bespoke illustrations.


“Howell & Hicks have worked with Time & Tide from the start, and they’re an integral part of the brewery. They’ve never missed a deadline despite some near-impossible timescales and they deliver brilliant work each time. We look forward to our future working together.”

Sam Weller, Time & Tide Brewing