Three Threads
PROJECT TYPE
Self Initiated branding & Can Design
PROJECT YEAR
2025
Three Threads is a new London brewery honouring the old tradition of blending beers into something greater than the sum of its parts. The brand draws from London’s underground history, folklore, and the uncanny feeling of stories half-remembered in shadowed pub corners.
The logo draws inspiration from stone carving patterns and medieval guild shield shapes, where identity and craft were expressed through bold, enduring symbols. I wanted the mark to feel as if it could be carved into cathedral stone or stamped into wax, something timeless rather than contemporary.
Because the main logo carries a high level of detail and ornamental structure, I decided to create a secondary submark for more flexible applications. This submark is based on an alchemical symbol representing the union of three elements, echoing the idea of Three Threads. This also connects back to the ritual, occult and craft-driven narrative.
Within that framework, I incorporated subtle symbols of the three core ingredients of beer (grain, water, and hops) to reflect the idea of three forces becoming one.
To deepen the brand’s occult mystique, I incorporated vintage public-domain anatomy drawings and architectural illustrations inspired by Piranesi, both of which possess an unsettling and timeless beauty.
Every illustration has been carefully edited, layered and positioned to frame the text elements, creating labels that feel intentionally composed rather than assembled. The result is a series of cans that appear haunted, deliberate and richly detailed, unified by a visual language that reflects the spirit of Three Threads.
These references introduce a sense of ritual, secrecy and esoteric knowledge that suits a brand rooted in shadowed history. The vibrant yet dark colour palettes, built with gradients that fade into black, allow each can to stand out on the shelf while still supporting the atmosphere of the individual beer.
