BrewDog’s spirits arm, Lone Wolf, has unveiled an eye-catching new brand identity from creative agency B&B that distills the wolf of head down to its simplest geometric elements.
The identity is designed to reflect the purity of BrewDog’s products and its aim to disrupt the spirits sector, B&B said. The “raw, pure and simple” new logo will act as an iconic badge for the brand, which itself has been positioned to reflect the Scottish beer maker’s plans to disrupt the spirits sector and build upon its capital within alternative culture.
FoodBev first reported at the end of March that the company was ready to inaugurate the craft spirits division, which harbours plans to produce ranges of whisky, vodka and gin.
Shaun Bowen, creative partner at B&B, said: “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.”
“We didn’t want it to look too overly craft; instead it’s stripped back, raw and edgy. The brand and the wolf are both a bit wild. We wanted to communicate that in the design.”
And BrewDog co-founder James Watt said: “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.”
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