The Buttcombe catalouge already features various characters from Bristolian folklore, such as Goram the giant and his brother Vincent (also a giant). I sensed a theme, but for this adapation they were looking for a more contemporary style, with a third (this time anonymous) "Gentle Giant" to communicate this beer's soft strength of character.

Originally, I pitched omitting the giant character, instead using an awesome tree steeped in a folkloric colour bath of forest greens, teal tones and muted pine. The client liked the palette, but had become too fond of giants to go without one in the design. The "Gentle Giant" they'd briefed in nodded off to become "Sleeping Giant": a heavy-built, dozing fellow depicted at the centre of the final outcome. Mountains added flavour and inferred his scale while oversized, blocky lettering screamed "fee, fi, fo, fum". The clients were thrilled. A giant success.