Hand of Glory practises ‘the dark art of brewing cider, rural food and Wiccan arts’, with an interior that celebrates pagan folklore and customs. JaguarShoes Collective commissioned artists from the organisation to create artwork inspired by ancient magic and customs. There are maypoles, wicker masks, a straw bear and mystical symbology. Rather than being dark and scary, the pub is light and airy, colourful and bright.
In our Black Magic design direction, we gathered a group of disparate designers who were also practising in the dark art of mystical aesthetics. This neo-gothic approach washes away any negative connotations with rituals and paganism, and celebrates the tradition and the mystery. Hand of Glory, with its devilishly potent ciders, rustic food and folkloric appeal shows how Black Magic can be brought to the pub crowd.