221B Baker St. Brewery



Design: Rob Harrigan
Location: United States
Project Type: Concept
Packaging Contents: Brewery, Beer
Packaging Substrate / Materials: Aluminum, Paper, Wood, Glass, Cloth
Printing Process: Digital shrink sleeves, digital printing, silkscreen, embroidery

Brand, packaging & creative direction for a Sherlock Holmes-inspired brewery featuring beers and flavors inspired by the world’s greatest detective stories. A brand created from the stories within Sherlock’s cases but with an approach that avoids cliche and elevates the craft of modern beer identities. The backbone of the identity is design elements inspired by vintage British postmarks, modernized era-specific type, and etchings inspired by the original Sidney Paget illustrations in the Strand Magazine stories. The project is a self-initiated idea that captures the essence of the stories and my love of them.

What’s Unique?
Balance of vintage elements combined with modern aesthetics and approach.