Fourpure were in the middle of rebranding with a lovely new can design and brand. Their vision was to go against the grain. Craft beer had become a bit navel gazing - too much hops, hype and complexity. Fourpure weren't saving lives, they were just making tasty beer. And thus ‘Fourpure and Simple’ was born. No bollocks. No nonsense. Just tell it how it is. And maybe call out a bit of the beery bullshit on the way. A positioning that went throughout the business – with an attitude that had just about had enough of all the beer chin rubbing.