Marking a historic season through design, collaboration, and product storytelling.

In 2023, Shrewsbury Town FC marked 50 years since the 1978/79 season, a defining moment in the club’s history that saw promotion to the Second Division under Graham Turner.

To celebrate the milestone, I worked in collaboration with Hobsons Brewery and the Shrewsbury Town FC Foundation to create a commemorative ale, designed to capture the spirit of that era in a way that felt both authentic and accessible.

The project brought together elements of branding, heritage, and storytelling, with the aim of creating something that supporters could connect with, not just visually, but as a physical product tied to the club’s history.

The starting point was the 1978/79 season itself, understanding what made it significant, and how that could be translated into something tangible.

Rather than leaning too heavily into nostalgia, the focus was on balance. The design needed to feel rooted in the era, while still sitting comfortably in a modern setting, both on the shelf and within the wider club environment.

Working collaboratively across the foundation and brewery, the process involved shaping a visual identity that could carry the story clearly. This meant refining how historical references were used, simplifying where needed, and ensuring everything felt cohesive when applied to the final product.

As with other heritage-led work, the challenge was in restraint. Keeping the design considered and intentional, rather than overloading it with references, allowed the final outcome to feel more confident and readable.

The final product brings together heritage and design in a way that feels both celebratory and grounded.

As a physical item, the ale creates a direct connection between supporters and the club’s history, something that can be experienced, shared, and remembered. It moves beyond a purely visual piece, becoming part of the wider celebration of the 1978/79 season.

Through collaboration and careful use of historical references, the project captures a moment in time while allowing it to live on in a contemporary context.

You can try “Spirit of ’79” by visiting The Croud Meadow.