Away Days Brewing World Cup 2022

The (Men’s) World Cup only comes round every four years and as the tournament gets closer, the excitement and hype grows to such an extent you’d have to be living in a cave to not know it was happening. Nostalgic memories of previous campaigns, of iconic players and famous kits are filling media feeds across the world. Will this be Messi’s time? Will England bring it home? Can Brasil fulfill their promise? This truly is the world’s game. But 2022 was full of controversies. As small business owners who have a sharp focus on football we both wanted to celebrate the World Cup for our customers but also acknowledge the misgivings of a country and organization (FIFA) out of step with the western world. Below is an exert from our instagram post before the competition kicked off.

”None of us can ignore the controversies that led to this iconic tournament being hosted in Qatar, nor the abuse of human rights by the host country and its anti LGBTQ+ stance. Not to mention the blatant corruption of the governing body in awarding the host country the honor of hosting the world’s greatest tournament in the first place.
As a small business that relies on football to keep the lights on, build our community and employ our team, we cannot afford to not show the World Cup games. You will, however, notice that we won’t refer to the governing body or the host country in any of our messaging, marketing or celebration of the 2022 World Cup.
Thank you for your support.”

Knowing we many branded touch points throughout the World Cup we created a simple Visual Direction consisting of a tight set of fonts, color palette, shapes and simplified flags. We used a combination of a classic Football font, 32 teams flags, a simplified color palette and combined them with more modern fonts and abstract shapes.