How do you bring some bite back to a gin category which has undergone a proliferation of delicate botanicals and floral language?
BrewDog challenged us to rebrand and relaunch their existing gin - LoneWolf - into a crowded category, ensuring not to compromise on the brand's renowned punk ethos and the uncompromising juniper profile of the spirit itself.
Launching under BrewDog’s new spirit venture - BrewDog Distilling Co. - we've captured the iconic BrewDog attitude and brought the brand to life through a fierce new wolf illustration, inspired by the artwork in BrewDog’s own distilling room.
The result? A bold, unmistakably BrewDog pack design which demands attention on shelf and within busy bar environments.
Welcome to a gin with bite. Welcome to LoneWolf.
We worked with Californian based artist Bioworkz to bring our wolf to life, creating an intricately crafted, attention-grabbing wolf's head design for maximum shelf and back bar stand-out.
His unique style borrows from the world of steam punk, creating unique and ornate animal forms that are often used as tattoo designs and gig posters - the perfect style for a wolf with attitude.
Adding bite to the LoneWolf portfolio through a new Cloudy Lemon variant. Which sold out on the BrewDog website within five hours of it's release.
We also developed a range of merchandise which appeals to the LoneWolf consumer & celebrates their new attitude.