Stinky Bay
Our Beer, Your Adventure.
Brand Strategy • Brand Identity • Illustration • Packaging
Strategy
Brand
Client
Stinky Bay Ltd.
Brewed for Adventure.
Stinky Bay brewer, Matt Topman began his journey in 2017 with a simple plan of producing good quality, tasty beer. Jersey’s adventurous, outdoor lifestyle was a primary focus in designing their packaging and visual identity.
Bold by Name. Bolder by Nature.
Named after a rugged, seaweed-strewn bay in Jersey, better known for dog walkers and collecting vraic to fertilise local farms, the name immediately felt authentic. Stinky Bay may divide opinion, but one thing is for sure: it’s memorable.
As Jersey’s first microbrewery since the craft beer renaissance, timing was critical. The brand needed to make an impact from day one, so we worked closely with the Stinky Bay team to build a culture rooted in adventure, fun, and a bold sense of place.
As Jersey’s first microbrewery since the craft beer renaissance, timing was critical. The brand needed to make an impact from day one, so we worked closely with the Stinky Bay team to build a culture rooted in adventure, fun, and a bold sense of place.
Rooted in Island Life.
As the craft beer industry surged, branding and label design became vital in expressing the individuality behind independent brewers. For Stinky Bay, the founders’ personality was impossible to ignore, local islanders driven by a love of adventure and the outdoors. This authentic spirit became the cornerstone of the brand’s creative direction, shaping an identity rooted in place, energy, and independence.
Designed to be discovered
A custom, hand-drawn typographic and illustrative approach set the early creative direction for the brand, establishing a distinctive and expressive visual language. Stinky Bay’s fun-loving personality gave our designers the freedom to explore bold, contemporary label designs that celebrate character and storytelling. What began as a core range: Stinky Bay IPA, Beached Whale Pale Ale, and Shipwrecked NEIPA, has since expanded with the introduction of Five Mile Lager. Each beer name offered strong visual cues, inspiring unique characters, scenes, and colour palettes that work together as a cohesive, recognisable family on shelf.
"The Snap team just get it. From the outset they take time to fully understand your business, your culture and how this can instill authenticity into your brand. These guys have the perfect balance of being really personable and easy to deal with, as well as being awesome at their jobs!"
Matt Topman
Founder & Head Brewer
The Result: A Distinctive Brand That Belongs on the Bar
Today, Stinky Bay stands as an established local brewer with a brand that confidently holds its own across taps, cans, and shelves. The character-led identity and illustrative label system create strong visual recognition, helping the beers stand out in a crowded craft market and feel instantly at home in independent venues. Stinky Bay products are now stocked in local pubs, bars, restaurants, food retailers, and events, supported by a visual system that scales naturally as the range expands. Rooted in island life and driven by personality, the brand continues to support Stinky Bay’s journey from emerging brewery to local favourite.
Let's shape what's next.
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