I still own a photo when Fixed Wheel had started out, with 4 beer taps inside what appeared to be a garage in a Blackheath estate.

I also have a picture of that same, inconspicuous garage-lockup, extended and branded with graphics I produced, brimming with people, spilling over to the road outside, serving that same mass of customers hours on end. That is how popular they became and I believe, how well my branding input and identity collaboration went.

We could have gone down a refined, classical, strict identity path. But alas, we tried a freestyle approach: mixing and testing styles.