The spirits arm of maverick brewers BrewDog, LoneWolf was launched to challenge the shortcuts of so-called craft spirits makers. With its gin, vodka and whisky made entirely from scratch at the brand’s distillery, the brand asks consumers to question what craft really means.
Keen to use LoneWolf’s outsider status to its advantage, we ignored spirits’ codes and conventions, creating instead a consistent but non-conformist look across the range. Minimal and utilitarian in approach, it defiantly bucks the insincerity of the current craft trend, with a removable label leaving just a bespoke embossed bottle behind.
Brand positioning. Creative strategy. Visual identity. Packaging design. Artwork. Print management.