Our task was to design a beer font that gets as much attention as the beer, dialling up the disruptive blend of Brewdog craft and attitude. The challenge was combining flair with function and working within unit costs and tech specs, creating something that’s scalable and arresting. The design needed to stand out in situ by expressing the unique personality and drawing customers in with Brewdog’s ballsy carefree attitude.
Using Brewdog’s ethos and approach of edgy unexpected and innovative design we then took our ideas further so that they can be applied at all ontrade collateral touch points from floor & window, beer mats, vinyls tap lenses, handles, beer mats and table talkers.
Utilising a juxtaposition of craft heritage and modernity we transferred the Brewdog edge through designs featuring modern disruptive shapes in materials with a craft heritage such as wood, glass and metal. We found creative ways of integrating these materials connecting the brewing process with Brew Dogs punk ethic.
Fluid glass shapes became an expression of ‘no shame’ radical transparency, whilst adding quality and craftsmanship. The nuts, bolts and machinery of brewing influenced a raw steam punk attitude and Brew Dog’s craftmanship informed our use of materials.