Branding
Tuesday February 23, 2021 By David Quintanilla
Sid Lee, Jack Of All Trades, Designs A Label For Their Own Beer | Dieline


Sid Lee is a multidisciplinary company that received its begin in Montreal within the 90’s. Initially named Diesel, it has since then grown to 6 worldwide places of work. Working in a plethora of design classes, the collaborative group that makes up the model identify is well-known within the business for having an method and normal vibe which can be removed from standard.  

Providing every little thing from branding to architectural design, Sid Lee places of work even have facilities for his or her staff similar to meditation rooms, bistros, and way more. Creating their very own fictitious beer and designing its branding, subsequently, shouldn’t be too far of a stretch. And they didn’t maintain again when designing their Diesel beer. The retro typeface, in addition to the graphic design of the cans and their rotating labels are distinct in a means that does justice to the historical past of the Sid Lee model. Metallic hues and an emphasis on the linear construction of the folded posters, every boasting quirky and nonsensical writings, spark curiosity in a means that pulls future purchasers in efficiently.


Maintain the model alive—that is the mission of Diesel, a fictive brewery which serves to  pay homage to the historical past of Sid Lee. It fulfills the problem by fueling the tradition of an company perpetually in transformation. 

Editorial photograph

Impressed by the company’s DNA, every can of Diesel showcases a reputation and a narrative which can be related and rooted within the on a regular basis work lifetime of the individuals who drink it. To today, solely 5 totally different beers have seen the sunshine of day.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph



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