Will Sorrell
Founder
Studios in coverage:2DADS
Articles & interviews2
- Five design projects led by Pentagram’s 2DADS packaging
This edition of The Edit rounds up five identity projects by Pentagram, Orchidea Agency, Order, DNCO and Ocular. Highlights include Pentagram's bold typographic beer packaging for Canadian brewer 2DADS, an archetype-led wellness identity for Perla Helsa, and wayfinding-led branding for accounting firm RightWay.
- Two Dads Created a Line Of Beers and Rightfully Named It 2DADS With Packaging By Pentagram
The article introduces 2DADS, a British Columbia-based brewery founded by two fathers, Will Sorrell and Greg Iredale. The brand collaborated with Pentagram and partner Domenic Lippa to create a distinctive branding and packaging system that reflects its approachable yet high-quality ethos. The piece highlights the partnership and the design’s goal to stand out in the crowded craft beer market.