Two Tribes partners with All Purpose for vibrant brewery rebrand
Independent King’s Cross brewery Two Tribes has rolled out a major rebrand across its core line-up of craft beers, partnering with London design studio All Purpose. The strategic overhaul replaces the brewery’s previous visual language with a graphic system developed around a new brand platform titled Brewing Wonder.
Founded in 2017 by veterans of the 1990s club scene, Two Tribes operates its brewery and taproom at Tileyard in King’s Cross, surrounded by a creative community of music labels and artists.
While recent market data from SIBA indicates that more than 130 UK breweries closed during 2025 due to mounting economic pressures, Two Tribes chose to invest in its visual identity to capture growing consumer appetite for independent drinks brands.
Aaron Duffett, commercial director at Two Tribes, said, “This is a moment of real confidence for us. With hospitality costs rising and some brewers scaling back, we’re doing the opposite. We’re investing in the brand and backing the independent pubs and bars that built us. We’re seeing drinkers move away from the big established craft names towards independent, local brands they can trust, and that demand is exactly where we want to meet them.”
Reinterpreting classic beer labels
All Purpose developed the identity by reinterpreting traditional beer label iconography into a modern visual system. Each beer in the core range features bespoke typography, distinct colour combinations and geometric framing elements set against raw aluminium cans.
The updated lineup includes flagship hazy IPA Campfire, pale ale Dream, and Super Deluxe, a helles-style lager formerly sold under the name Classic Lager. While the packaging has undergone a complete transformation, the recipes and brewing processes remain unchanged.
Ted Heffernan, co-founder and creative director of All Purpose, said, “Two Tribes already had the substance, being one of London’s most loved independent breweries. The identity reinterprets the visual language and typographic vernacular of classic beer labels. We wanted to play with this familiarity, each beer took on its own identity through custom typography, colour and a shape-driven graphic system.”
Crafting a platform for culture
Beyond retail shelves and draught taps, the rebrand reinforces Two Tribes’ longstanding connection to London’s creative and music communities.
The brewery’s King’s Cross venue, Campfire, serves as an active hub for live music, food pop-ups and community broadcasting partnerships with stations including Voices Radio.
Thom Bradley, Marketing Director at Two Tribes, said, “Two Tribes has never just been about what’s in the can. From the start we’ve wanted to be a platform for culture, somewhere music, creativity and people come together.”
The new-look core range is available on draught at Campfire, The Standard London, The Royal Opera House and other independent pubs. In can, you can find Two Tribes at Sainsbury’s, M&S, Waitrose and Tesco.