BrewDog

Brand Identity. Packaging. Digital & Print Design. 

During my time at Made Thought I worked on the rebrand of BrewDog, working directly under our design director and founder.

Now a household name in the craft beer world, our aim was to break BrewDog free from the craft beer tag, building the brand as the voice of independence in the world of big beer.

I helped work on a new vision and brand aesthetic that moved them away from being a rebel without a cause, helping them grow into their new position as a maverick leading a movement.

The packaging was one of the biggest challenges. For this it was key to create a system that allowed enough stretch and flex to accommodate the brands 100+ flavours, whilst still maintaining a sense of coherence and order to ensure the new identity matured the brand’s aesthetic.

Our approach was to build a visual system that reflected their new position as the leader of a movement and played on classic visual cues from the world of big beer. We created a shield of allegiance, a rallying voice, and a series of unifying flags.

We wanted to generate an emotional connection that resonated beyond the world of beer.

Playing on the idea of classic beer cues, I took the idea of pub flags and gave each BrewDog location its own flag. This allowed us to create a sense of pride and provenance for each venue.

I was involved across the entire project including the packaging (designing and art-working cans, bottles and boxes), concepting new website designs, coming up with new ideas for merchandise, creating assets to bring the rebrand to life across the physical venues, as well as helping to refine and develop the overall positioning of the brand.