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Craft as a value, not just an aesthetic: Our BrewDog story

07 March 2026

Watching BrewDog’s fall is hard — not from loyalty to the brand, but out of sadness for the people caught in the wreckage. Around 484 jobs have already gone, and roughly 220,000 ‘Equity Punk’ investors now look likely to be left empty-handed. Tilray Brands bought BrewDog for just £33 million, down from a peak valuation of $2.7 billion. As trade union Unite noted, a company does not lose 97% of its value in nine years without catastrophic mismanagement.

Just over a decade ago, at the height of the craft beer boom, we worked with United Creatives on a wholesale BrewDog rebrand — one with craft at its core. The aim was to express a genuine passion for brewing through the identity, print and labelling. The vision was very much to combine the craft of graphic design with the craft of beer.

We turned to the dusty cases of vintage metal and wooden letterpress type in our library. Every letter, ornament, texture and graphic element was proofed by hand, then painstakingly translated by United Creatives into a bold digital identity: distinctive, characterful and, above all, authentic. It felt honest and authentic. The dog was hand-drawn in the attic at United Creatives, and we had it etched out of a block of maple wood for letterpress printing.

Some years later, BrewDog quietly abandoned that identity, reverting to the kind of soulless vector graphics and frictionless digital design it had once defined itself against. It wasn’t just an aesthetic shift; in hindsight, it signalled a deeper break from the values the brand had loudly claimed to champion.

What followed is familiar: allegations of a toxic culture; a BBC documentary scrutinising co-founder James Watt; a 2024 backlash after the company said it would no longer pay the living wage; and five consecutive annual pre-tax losses totalling over £148 million. Both founders have now gone — Watt stepping down as CEO in 2024, and Dickie leaving entirely in August 2025. The self-styled rebellious, people-first alternative to corporate brewing had, in the end, become exactly what it claimed to hate.

We’re still proud of that rebrand. Whether it would have changed BrewDog’s trajectory, we’ll never know. But there’s symbolism in the moment the company traded a craft identity — and everything it represented — for something shinier and easier. Sometimes the brand really does tell the story.

A short film showing our making of the Brewdog branding can be viewed here >

Studio News

Found in the Feed: The Story Behind Our Logotype

28 January 2026

Just over a decade ago, whilst embarking on a rebranding exercise for Typoretum, I stumbled across a type specimen on the Retypefoundry Instagram feed. I had spent weeks trawling through typefaces in search of something that would do justice to our new brand identity — distinctive and individual, yet clean and bold. I took a screenshot, filed it away, and set about trying to track it down. No luck. It didn't appear to be available from any digital foundry, and no amount of searching turned up a licence to purchase it.

Yet nothing else I found came close. There was something about 'Lewis' — as it appeared to be known — that I simply couldn't shake.

A bit of determined Googling eventually led me to the designer: Alexandre Saumier Demers, co-founder of Coppers & Brasses, a digital type foundry based in Montreal, Canada. I dropped him an email on a whim, half-expecting nothing to come of it. Instead, Alexandre replied with characteristic warmth, explaining that the typeface's full name was Lewis Blackboard, that it had begun life as his Masters project, and that he felt it still needed a little refining before he was ready to release it commercially. Then came the generous part: he offered to let us use Lewis Blackboard for our logotype — and, extraordinarily, he went ahead and cleaned it up specially, sending us working font files to use freely in our branding.

We were, to put it mildly, rather bowled over.

From there, things took on a life of their own. We set about producing a full alphabet of Lewis Blackboard in perspex-faced poster type, so that we could use it in the workshop and print a limited-edition promotional letterpress specimen poster. We enlisted the brilliant Thomas Mayo to lasercut each letter from 3mm fluorescent green transparent perspex — a vivid material that suited the typeface's character perfectly. What followed were many long hours carefully glueing each cut shape onto strips of 3mm perspex, which we then mounted onto planks of maple wood, before chop-sawing the whole lot down to separate each individual letter. We made two complete sets of Lewis Blackboard in 12-line (pica) poster type — and by way of a small thank you to Alexandre, we shipped one of them across to him in Montreal, along with a selection of the posters we had designed, typeset and printed directly from the type.

Sometimes things really do seem meant to be. Looking back, it's hard to believe it all began with a single screenshot. Alexandre's kindness and generosity continue to astound us, and we remain all the fonder of our logotype for knowing the story behind it.

Collaboration

Cardozo Kindersley Christmas Cards 2025

19 December 2025

Whenever we receive an email from the Cardozo Kindersley Workshop, we know we’re in for a hand-lettered treat.

If you haven’t come across their beautiful work before, the Workshop is world-renowned for its letter cutting and hand carving, working in wood, stone, metal and glass, as well as creating bespoke designs for print. We’re also very fortunate to have them close by in East Anglia.

Each year, the Workshop designs and prints a new Christmas card for customers, family and friends. This year, we were invited to collaborate on a design created by team member Emily Burton. We met with Emily and fellow letter cutter John Mawby to review the artwork and explore production options and colourways.

We were blown away by Emily’s hand-drawn illustrations and felt honoured to help bring them to life in print. Our role was to digitise the artwork for the letterpress process.

The Workshop was keen to explore how the design might work with a combination of foil and letterpress printing, so together we experimented with a range of ink and foil colourways and discussed the best approach for production.

Emily and John each selected their preferred colourway, then asked us to create a surprise ‘Typoretum’ version. This made us slightly nervous and, as we couldn’t agree on just one idea, we each chose one.

To prepare Emily’s hand-lettered illustrations for print, we first scanned the artwork. From there, we resized it and carefully created the vector paths needed for plate etching, remaining faithful to Emily’s hand-drawn work.

Once the artwork was ready, we separated the colours into individual layers for printing. In letterpress, each colour requires its own plate and its own pass through the press, so careful planning at this stage is essential.

If you’d like help bringing your own artwork to life through letterpress or hot foil printing, we’d love to hear from you.

Studio News

A luxury wedding stationery suite for Eleanor & Ivo

02 March 2025

In early January 2025, we received an enquiry from Eleanor, who was planning her wedding for 31 May and needed her invitations ready by the end of February. It was a very tight schedule, but we always like to say yes.

Eleanor was an absolute dream to work with. She arrived with some beautiful ideas, and together we developed them into a design that brought her vision to life. It’s always such a privilege to work with couples at this stage, helping them create what many consider to be the most important piece of stationery they will ever send.

For Eleanor and Ivo’s invitations, we created a sculptural foil emboss of an iris on the front of the folder. Inside, the main invitation was mounted on the right-hand page, while a pocket on the left held the additional inserts and information cards.

The suite was produced using Colorplan papers from GF Smith in a contrasting palette of Azure Blue, Bright Red and Bright White. The mounted invitation and details card were finished with a beautiful Coltskin emboss, adding extra texture and contrast to the design.

The result was a beautifully elegant and tactile invitation suite that was truly special for guests to receive.

If you’re planning your wedding and would like to create bespoke letterpress or foil stamped invitations, we’d love to help bring your ideas to life.

Publications

Meet The Typographer – an illustrated book by Gaby Bazin

09 September 2024

If you've ever been curious about the art of typography and the history of bookmaking, ‘Meet The Typographer’ by Gaby Bazin is a perfect place to start.

Published by Design for Today and translated from the French by Vineet Lal, this charming 36-page book is a colourful introduction to the world of type, brought vividly to life through the illustrations of award-winning artist Gaby Bazin.

In May 2024, translator Vineet Lal approached Justin for technical advice on the correct English terminology for printers’ tools and methods as he worked on the translation. Additional expert insight came from our dear friend, the late Graham Moss of The Incline Press.

The book’s real strength is its wide appeal — it is not a dry technical manual, but a visual treat designed to delight readers of all ages. Whether you're a seasoned designer, a curious student, or simply someone who loves beautiful books, you'll find plenty here to capture your imagination.

Meet The Typographer was selected by The Times in its round-up of 2024 Art Books of the Year and is available now from Design for Today — an ideal gift for the type-obsessed person in your life, or indeed for yourself.

Events

Mr Bingo shop launch

05 September 2024

Mr Bingo outside 43 Amwell Street

Mr Bingo was a commercial illustrator for 15 years, working regularly for clients such as The New Yorker, The Guardian, TIME, CH4, The Mighty Boosh & The New York Times.

In 2015 he launched a Kickstarter to fund a book about his Hate Mail project. The campaign featured a rap video and a diverse selection of rewards including being trolled, having your washing up done, going on a date in Wetherspoons, being told to fuck off on Christmas Day and getting shitfaced on a train. He decided around this period to never work for clients ever again and focus on being some sort of artist which he’s done ever since.

We have worked with Mr Bingo for a number of years, and recently have been pleased to work with him on a number of prints for his new shop.

‘pull quote from Mr Bingo saying how awesome Typoretum are’

We had a lovely day back in the summertime with Mr Bingo who came to us with an idea to make a new print from some words he liked using type, rather than his usual distinctive style of hand lettering with illustration.

Created using Justin Knopp’s private collection of antique wood type they chose an eclectic selection of serif & sans serif letters. We printed two editions, the first in black - available from Bingo’s on line shop and also his new physical shop in London, open every Friday.

You can visit Mr Bingo’s shop on Fridays at 46 Amwell St, London EC1R 1XS or shop online shop.mr.bingo.


Studio News

Wood type print commission for George Clarke’s Old House, New Home

01 September 2022

George Clark in the Typoretum studio

We were delighted to have been approached by Amazing Productions, the producers of George Clarke’s Old House, New Home, to design and print a bespoke wood type print for a property featured in the programme. As part of the commission, George visited our workshop, learnt about the craft of letterpress and got hands-on with the typesetting and printing of the final piece.

The full programme can be viewed via the Channel 4 player here.


Feature

Typoretum on film: a visit from Cornucopia Productions

05 January 2017

In 2016, filmmakers Ben Dickey and Beth Newell of Cornucopia Productions came to the workshop to spend time with me and the presses. The resulting five-and-a-half-minute film touches on something I've reflected on many times: when I first began collecting printing machines, the revival in letterpress was essentially unheard of, and I genuinely thought I might be the last person doing it — more a hobby, perhaps even an obsession. The film traces that journey from solitary enthusiasm to a practice that is now, happily, my day job.

Being filmed isn't something I find easy, and the idea of being captured on camera in a working environment felt, if I'm honest, a little daunting. But Beth and Ben brought with them a calm, unhurried approach that immediately put me at ease. They were clearly attuned to the rhythms of the workshop and took time to understand not just the technical processes of letterpress printing, but the thinking and feeling behind the work. By the end of the shoot, I had actually enjoyed the process — which surprised me more than a little.

The film was selected for screening at the Crafts Council's Reel to Reel Film Festival in 2017, where it premiered in London's West End. From there it travelled further than either Ben, Beth or I might have imagined: it was shown at the British Council and Crafts Council UK Pavilion at the 10th Cheongju Craft Biennale in South Korea — one of the world's most significant gatherings dedicated to contemporary craft.

To have the work at Typoretum represented in that context remains something I look back on with real pride. You can watch the film at cornucopia.tv, and I'd encourage you to do so — Ben and Beth made something that genuinely reflects what happens in this workshop.

Feature

A visit from The Gentle Author of Spitalfields Life

20 December 2011

In December 2011, the writer behind the celebrated blog Spitalfields Life made the journey from Liverpool Street out to Coggeshall to visit our workshop. The occasion was a print commission — a typographic piece to accompany an interview with the Gentle Author in the debut issue of Random Spectacular, the magazine published by St Jude's in aid of Maggie's Centres.

The resulting article captured something of what Typoretum is really about: cases of wooden type lining the walls, iron presses standing quietly in the long weatherboarded shed, and the patient, unhurried work of setting type by hand and pulling each impression from the press. The Gentle Author watched the ink being blended, the forme being inked and the paper laid down — and saw first-hand that letterpress, done well, is far from a nostalgic curiosity. It is a living craft, one with its own exacting standards.

It was a good reminder of why Typoretum exists. Not to preserve something for its own sake, but because these methods — the physical engagement with type, the discipline of fitting every line, the satisfaction of a well-judged impression — still produce work that no other process quite matches.

You can read the Gentle Author's account of the visit in full over at Spitalfields Life.

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Comment

Craft as a value, not just an aesthetic: Our BrewDog story

07 March 2026

Events

Trainspotters T30 Exhibition – Grow Up Art at Atom Gallery

21 February 2026

Studio News

Found in the Feed: The Story Behind Our Logotype

28 January 2026

Collaboration

Cardozo Kindersley Christmas Cards 2025

19 December 2025

Studio News

A luxury wedding stationery suite for Eleanor & Ivo

02 March 2025

Publications

Meet The Typographer – an illustrated book by Gaby Bazin

09 September 2024

Events

Mr Bingo shop launch

05 September 2024

Studio News

Wood type print commission for George Clarke’s Old House, New Home

01 September 2022

Feature

Typoretum on film: a visit from Cornucopia Productions

05 January 2017

Feature

A visit from The Gentle Author of Spitalfields Life

20 December 2011

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