Solved this myself, but was a pain so thought I'd share the knowledge,
In vendor/magento/module-sales/Model/Order/Pdf/Items/Invoice/DefaultInvoice.php
in public function draw()
under lines[];
add :
$id = $item->getProductid();
$objectManager = \Magento\Framework\App\ObjectManager::getInstance();
$product = $objectManager->get('Magento\Catalog\Model\Product')->load($id);
$brand = $product->getAttributeText('manufacturer');
Change manufacturer
to whatever custom attribute code you want.
Quick and dirty - yes I know its a mod of core code and will translate to my own module now it's working, but hope this makes others life easier.