BrewDog: From Dog to Beast
Brand Identity and Bottle Design for a Craft Spirits Brand.
Creative Strategy. NPD & Innovation. Name Creation. Visual Identity. Packaging Design. Artwork. Print Management.
We’ve worked closely with BrewDog on numerous projects across its portfolio of craft beers and spirits, from refreshing the brand’s original beer can design for greater standout on shelf, to creating whole new products and sub-brands. We masterminded the first iteration of LoneWolf, the brand’s spirits range, which evolved from an in-house offer to a multi-retailer brand under our watch. We also created Lost Lager, the brand’s unicorn-inspired mainstream pilsner, and OverWorks, its sour beer venture.
LONEWOLF
The spirits arm of maverick brewers BrewDog, LoneWolf was launched to challenge the shortcuts of so-called craft spirits makers. With its gin, vodka and whisky made entirely from scratch at the brand’s distillery, the brand asks you to question what craft really means.
Keen to use LoneWolf’s outsider status to its advantage, we ignored spirits’ codes and conventions, creating instead a consistent but non-conformist look across the range. Minimal and utilitarian, it defiantly bucks the insincerity of the craft trend, with a removable label leaving just a bespoke embossed bottle behind.
LOST LAGER
Back in the days when craft beer lovers laughed at lager, BrewDog decided to make one anyway. We responded with twelve solid brand ideas for a new craft lager, with concepts ranging from buying an old abbey to embracing pop-punk, and from low ABVs to legendary creatures. Lost Lager emerged as our winner, a celebration of the unicorn – Scotland’s national animal.
Creative Strategy.
NPD & Innovation.
Name Creation.
Visual Identity.
Packaging Design.
Artwork.
Print Management.
