Creative agency Sid Lee used Double for a series of beer cans and related self-promotional items. The name of the fictive Diesel brewery – an anagram of Sid Lee – is a nod to the past of the agency. Each beer is named by using terms from the company's own lingo. A familly of icons illustrate each name to make every flavour more unique. Finally, a short text with a poetic, humoristic or even cryptic touch goes along with the design to complete the whole. To this day, five different beers have seen the light of day.