Case Study:
Good Service on All Lines – The Goodness Brew Co x TFL x Beer52
Client / Partner: Beer52 x Transport for London
Intro
When Beer52 partnered with Transport for London to curate a limited-edition box celebrating 100 years of TFL posters, The Goodness Brew Co jumped aboard to create a beer worthy of London’s iconic network. Our mission? Craft a beer and a can design that honoured TFL’s heritage while showcasing our brewery’s own bold, modern identity.
“The theme exceeded our expectations… On our internal ratings system, the TFL box was our second highest rated theme ever in 11 years of Beer52 boxes. That’s huge and testament to the strength of the beers, breweries and the overall proposition. Good Service On All Lines Cold IPA rated 3.96 out of 5 which is brilliant. I thought it was a cracking beer.”
— James Caley, Head of Buying, Beer52
The Challenge
Design a concept that tied together:
The heritage and artistry of TFL’s 100 years of poster design
The flavour and innovation of a Cold IPA
The visual language of The Goodness Brew Co’s Bauhaus-inspired branding
What We Did
Inspiration Trip: Visited Covent Garden’s TFL Museum to study the Global Poster Gallery, learning from artists like Theyre Lee-Elliott, Abram Games, and Edward McKnight Kauffer.
Concept Development: Drew parallels between TFL’s historic posters and our brewery’s journey — both honouring the past while racing toward the future.
Design Execution: Worked with our designer, Hannah Reid, to blend TFL’s Johnson typeface and brand assets with Goodness’ bold style, resulting in a can design that felt both nostalgic and modern.
Beer Selection: Chose a Cold IPA as the perfect canvas, highlighting Mosaic hops for a crisp, refreshing, modern flavour.
Results & Impact
Consumer Love: The Beer52 box was their second highest-rated theme ever in 11 years, with Good Service on All Lines Cold IPA earning an impressive 3.96 / 5 rating.
Brand Alignment: Created a label that resonated deeply with both TFL and Goodness’ audiences, tying together London culture and independent brewing.
Ongoing Legacy: Strengthened Goodness’ reputation for design-led brewing and creative collaborations.
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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