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BrewDog reveals brand identity for spirits

A simple and eye catching brand identity for BrewDog’s new spirits arm, Lone Wolf, has been unveiled by London design agency B&B. Featuring a wolf’s head distilled down to its purest geometric elements, the identity has been designed to “reflect the purity of BrewDog’s products and its aim to disrupt the spirits sector”.

Irreverent Scottish brewery BrewDog is branching out into the spirits sector and is planning to release a range of gin, vodka and whisky. Lone Wolf will be the only craft distillery based in Scotland to make its base spirit from grain under one roof. 

BrewDog has long been a champion of all things craft and of doing things differently – including raising funds through its crowd-funding scheme, Equity for Punks.

B&B creative partner Shaun Bowen says: “BrewDog wants to shake up the spirits sector, just as it did with the beer category. BrewDog’s attitude to everything is: challenge the rules and create its own.

“BrewDog is very much about transparency and wants to bring that into the world of spirits. Our identity needed to convey that. To celebrate the ‘spirit’ and not get carried away with branding.”

The Lone Wolf logo is designed to be raw, pure and simple. It acts like an iconic badge for the brand. Selecting a wolf, which is viewed as an animal that is outside of society, also reflects the brand’s desire to disrupt the sector. 

“We didn’t want it to look too overly craft, instead it’s stripped back, raw and edgy,” adds Bowen. “The brand and the wolf are both a bit wild. We wanted to communicate that in the design.”

BrewDog Co-founder James Watt comments: “The Lone Wolf identity created by B&B fits our maverick brand personality perfectly. It manages to capture the craft essence of the brand, but presents it in a clean, stealthy, understated way, which will make Lone Wolf instantly recognisable.”

B&B is also working with Lone Wolf to design packaging for its range of gin, vodka and whisky, which looks set to be revealed later this year.

3 June 2016 - Felicity Murray The Drinks Report, editor