Brewdog’s Lone Wolf by B&B Studio, United Kingdom30 March,2017
Opinion by Richard Baird.
Lone Wolf—a whisky, gin and vodka range—marks Brewdog’s entry into the craft spirits market. These are produced by Brewdog’s craft distillery in Scotland, and is said to be the only one to make base spirit from grain under one roof, modified to accommodate a 19m high 60-plate rectification column to get the purest spirit possible.
The range shares a packaging and brand identity design, created by London-based packaging specialists B&B Studio, which is described as being in defiance of category codes and conventions. These feature a stripped back label design and wolf’s head motif as an expression of product purity and the brand’s outsider stance. The spirits will be available at Brewdog bars, and as part of Brewdog’s equity scheme.
Logo, in its mix of simplicity of form and use of metaphor—independent brewing and distilling— is modern and discernible and fits in well within the Brewdog brand. This continuity of brand is reinforced through the use of texture and rough edges. There is a pleasant commonality in the angles of motif and the simple forms, monolinear weight and diagonal cuts of type, and a good sense of balance in spacing.
Packaging discards category conventions and favours the intentional rudimentary qualities of a single sheet and rubber band, and the immediacy of a typewriter font. These choices capture something of the range’s experimental nature and is practical in the way it can accommodate frequent changes, or at least gives the impression of frequent versioning. Custom structural design channels something of this but also an element of quality and craft. The bright red of officialdom and the utility of black ink finds a comfortable balance between visual interest and the holding to concept while the grey of boxes feels distinctly urban. More work by B&B Studio on BP&O.
What do you think of B&B Studio’s brand identity and packaging for Lone Wolf? Share your thoughts in the comment section below or get the conversation started on Twitter.
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