BrewDog Rogue Wave Vodka

BrewDog Distilling Co.

Brand Creation, Packaging, Illustration, Art Direction, Merchandise


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.

Our Response

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.

The Pack

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.


Graphic Language

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.


BrewDog Rogue Wave Vodka
BrewDog Rogue Wave Vodka
BrewDog Rogue Wave Vodka

Playbook Guidelines

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.


BrewDog Rogue Wave Vodka
BrewDog Rogue Wave Vodka