This project was a design, branding and packaging proposal for a craft beer brewery in Johannesburg. This design was rejected by the brewery and is currently not in use. The art direction here was inspired by the historical presence of Lord Kitchener within the geography of Braamfontein, one of the oldest suburbs in Johannesburg. Kitchener's image often appears in Braamfontein and is used by many businesses in the area, notably the Kitchener's Carvery Bar in the Milner Park Hotel, where the illustration of Lord Kitchener on the top of the label is derived. The use of colour and typography here is also based upon the Zeitgeist during the time period when Kitchener lived.