Case Study:

The Goodness Brew Co x

Dishoom Permit Room

When Dishoom opened its new Permit Room on Portobello Road, they wanted a beer experience as unique and thoughtful as their spaces. We pitched a concept that fused design, flavour, and storytelling — and won.

Client / Partner: Dishoom (Permit Room – Portobello Road, London)

Challenge

Dishoom, known for its beautifully designed restaurants and curated drinks menus, was opening a new Permit Room in Portobello Road. They needed a bespoke beer experience that matched their brand’s sophistication, complemented their food, and felt unique to the new location.

Our Concept & Pitch

We proposed two distinctive beer options:

  • “Mosaic” Cold IPA (4.8%) – A single-hop Cold IPA showcasing Mosaic hops, with notes of mango, pineapple, and berry.

  • “Bay of Bengal” Watermelon & Sea Salt Gose (5.2%) – A ripe, refreshing, slightly salty gose designed to enhance the Permit Room dining experience.

The creative hook: “Mosaic” would celebrate both the bold Mosaic hop profile and Dishoom’s signature mosaic floor designs — literally wrapping the can artwork in the unique tile pattern from the new Portobello Road location.

This approach linked together:

  • Design: Iconic Dishoom mosaic floors + The Goodness Brew Co’s Bauhaus-inspired identity

  • Flavour: Mosaic hops as the star of the beer

  • Storytelling: A narrative that made the beer a true part of the space’s identity

What I Did

  • Developed the original pitch concept and brand alignment strategy.

  • Crafted the creative brief and naming concept that tied together Dishoom’s visual identity and beer profile.

  • Collaborated with brewers, designers, and Dishoom stakeholders to evolve the project from pitch to launch.

  • Oversaw activation and roll-out, ensuring quality and consistency across sites.

Results & Impact

  • Win: The pitch was successful, and the collaboration went live at the new Permit Room.

  • Longevity: The project has been so successful it is still running and has been rolled out across multiple Dishoom sites.

  • Brand Fit: The partnership reinforced The Goodness Brew Co’s positioning as a design-led, innovative brewery, while giving Dishoom a unique, site-specific beer experience.

  • Customer Engagement: Helped create a memorable, Instagram-worthy moment that ties together place, product, and brand story.

Collaborators:


This project was developed in partnership with my long-time design collaborator Hannah Reid, combining brand strategy and visual design to deliver a cohesive result.


Learn more about how we work together in the Services section of this site.

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