Tooth & Claw

We were approached by Camerons Brewery, a traditional Brewery founded in 1865, to create a brand for their new experimental microbrewery ‘Tooth & Claw’.


With it’s name a nod to the main Camerons brand, a lion, we took pen to paper woking on concepts with a bite. As the Tooth & Claw beers & stouts are aimed at a younger, craft-ale market we wanted to create something that was modern approach on a traditional crest. We also wanted to focus on the region, what with Tooth & Claw hailing from Hartlepool, the lion in the crest follows the coastline of Hartlepool to show it’s proud of it’s heritage.

Each unique beverage is created by the development brewers, with experimental flavours such as Peach IPA & Breakfast Stout, so when it came to the bottle & can labels we wanted each one to be unique with it’s own bespoke wallpaper covering the product.

Furthermore we have created many other Tooth & Claw products and merchandise such as signage, T-Shirts, vehicle livery and business cards.

“Keen to use a lion as the branding in homage to the Camerons Brewery identity, we weren’t satisfied with the concepts we had received from other agencies. We decided to approach Muze after a recommendation and we couldn’t be happier with the result. They understood the challenge we had of trying to create a logo that was unique to us. By incorporating both the lion and Hartlepool coastline into the Tooth & Claw brand identity gave us this desired outcome. Making all our stakeholders happy is no easy feat, but the team at Muze were able to do so”

Chris Deakin

Brewing Operations Director