Double Diamond beer, the iconic British ale from the mid-20th century, is back on shelves and in glasses. Allsopp’s Brewery undertook the brand’s revival under the leadership of Jamie Allsopp, a descendant of the founder. The beverage has been updated with a new recipe, reduced in alcohol content, and given a fresh visual identity.
The new style was created by designer and typographer Alec Tear, who carefully studied the brand’s archives and reinterpreted its visual heritage. Instead of repeating old solutions, he developed a modern version that preserves the spirit of the original while freeing the brand from a museum-like heaviness.
The foundation of the visual identity is typography, with a narrow, bold, italic typeface set in uppercase letters. The logo is complemented by a retro emblem featuring the word Doub’le in orange on a yellow background. Their combination references the original monogram and evokes the warmth of the brewery.
The new monogram of two letters, “D”, became the most-discussed element. Its clean geometry and balanced proportions look impressive, though the added fourth color and semi-transparent layers make it visually more complex. Some critics believe that a minimalist interlacing of the letters would look more expressive.
Special attention was given to the development of the typeface created in collaboration with Lewis Macdonald. It features original diamond-shaped punctuation marks that add individuality and rhythm to the text.
Double Diamond returns not as a nostalgic artifact but as a living brand that unites past and present. The new visual language preserves recognition and speaks to a modern audience with confidence, freshness, and a sense of taste.