BrewDog reinvigorates its visual identity in a lively redesign
BrewDog forges ahead with a daring rebrand. The notorious Scottish brewer dropped jaws back in '07 with its radical branding and swiftly snatched a significant share of the UK craft beer market. Fast-forward to 2022, the maverick brewer is finding itself once more, with a dramatic rebrand that's stirring up quite the fuss.
Five long years ago, BrewDog mellowed out with a surprisingly mellow redesign—or so we dubbed it at the time. But the brewery seems to have grown restless with its subdued image. Its latest packaging designs appear to be a direct rejection of that last refresh. Is it a midlife crisis? Or has BrewDog finally found its footing?
Branding experts will chant the praises of consistency, insisting it's the key to success. They'll tell you that a brand manual complete with a strict limit of three typefaces is the way to go. But branding experts clearly haven't tasted a BrewDog 'Lie-PA' or seen a Sex Pistols' cover. Anarchic craft brewer, indeed.
BrewDog has seemingly realized that a sterile, standardized all-caps sans-serif screams 'corporate' louder than the most authentic ale. The company is embarking on a gradual rollout of new packaging designs and typography for its core range, including Punk IPA, Hazy Jane, Lost Lager, and Elvis Juice.
The plan is to give each beer a unique identity without straying too far from the familiar color palette. The BrewDog logo stays put, but each product name receives its own font style and graphic elements. Punk IPA now looks as revved up as it feels—or at least it did while spotting a Sex Pistols' album cover in a record store.
Laurie Carroll, the company's chief operating officer, echoes the sentiment. "This is the dawn of a new era for BrewDog. Our new packaging will shake up the category, just as we always have," she says.
The mind behind the design told Creative Bloq, "We're positioning BrewDog for a new chapter in the craft beer market by emphasizing innovation, quality, and a snarling rebelliousness that's emblematic of our brand." And no, 'Brewed Fresh' isn't just a catchy tagline—it's a badge of honor.
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For more intriguing branding news this week, check out the fresh Vitaminwater logo makeover and the eventful demise of McDonald's CosMc's.
- BrewDog's latest rebrand, a dramatic shift, is causing quite a stir in the industry, recalling their radical branding from over a decade ago.
- A stable brand manual with a three-typeface limit might please branding experts, but BrewDog's anarchic spirit rejects such corporate standardization.
- The new packaging designs for BrewDog's core range, such as Punk IPA, Hazy Jane, Lost Lager, and Elvis Juice, offer distinct identities, while still preserving a familiar color palette.
- The BrewDog logo remains unchanged, but each product name now sports its own font style and graphic elements, adding a revved-up look that mirrors the experience.
- Laurie Carroll, BrewDog's chief operating officer, believes that the new packaging will redefine the craft beer market, just as the company always has.
- The designer behind the rebrand expressed that the aim is to position BrewDog for a new chapter in the market, emphasizing innovation, quality, and a rebellious brand identity symbolic of their ethos.
- In addition to BrewDog’s rebranding, the revamped Vitaminwater logo and the demise of McDonald's CosMc's are other intriguing branding news this week, worth checking out.
