Derrick Lin


Agency: Sand Creative
Creative Direction: Sean Harvey
Project Type: Produced, Commercial Work
Client: Goody Ales
Goody Ales Brewers: Peter and Karen Goody
Location: Kent, England
Packaging Contents: Beer
Packaging Materials: Glass, metallic substrate

Dead Good is an Amber Bitter brewed by Kentish brewery Goody ales.

The Beer is inspired by the Dead horse Morris dancers and the bottle features the Morris’s troops’ Emblem -the horse head.
In the past dancers used to black out their faces to disguise themselves as the dancing was once illegal in medieval England. This darkness is reflected not only in the Deep rich Ale but also within the design itself.

This ale is distributed to on Draught to pubs around Kent and also available bottled in the off licenses.