BrewDog Distilling Co. wanted to launch a vodka that wasn't shallow. A spirit that reflected their Aberdeen heritage and their dedication to quality distilling. A spirit born from the grit and graft of the North Sea.
We took a deep dive into BrewDog founder James Watt's family history and ties with the North Sea and set about creating a new vodka brand that would blow any competition out the water. Several stories later, we discovered James' vodka-loving sailor cousin, who quickly became the inspiration for our new brand.
Meet One-Armed Alex, a fisherman who lost his arm to the North Sea in a freak accident, but kept fishing anyway. Through sheer determination and buckets of mischief, he made quite a name for himself, at sea and on land.
Rogue Wave is a vodka to remember, in tribute to James' cousin Alex: a man you won't forget.
One-Armed Alex is our hero on pack. His character comes to life through illustration - a lit firework in hand and a severed arm tucked casually in his pocket. A character with a tireless sense of mischief.
Inspired by the oilskins One-Armed Alex wore, orange became our brand colour of choice. This provides cut through in the sea of sameness in the red world of vodka.
Our hand-crafted style reflects the craft of the liquid. We paired this with a tone of voice packed with personality to create a rich set of graphic assets, bringing the brand to life.
To avoid getting lost at sea, we created a robust playbook. The manual is a lifesaver combining our tone of voice with key touch-points.