REDEFINING BREWDOG

PUNKS SMASH SYSTEMS. MAVERICKS REBUILD THEM. BrewDog’s uncompromising attitude established it as an icon of independence in a world of big beer. But rebellious disruption could only take it so far. After more than a decade, it was too large for the new world of craft and too principled to join the old establishment. The brand needed to find another way.

“Instead of a design agency we found a thought partner and instead of a rebrand we ended up completely pivoting our business. But that is only a tiny part of the story.”

James Watt, Co-Founder, BrewDog

ANOTHER CHANCE TO RIP UP THE RULE BOOK

The brand had outgrown its punk clothing. It was standing for noise rather than behaviour — which did a disservice to the astute and visionary work the brand actually produced. It was time to rewrite the rules again: not just to be anti-establishment, but to be active in changing the agenda. A re-brand wasn’t enough — we needed to radically revise BrewDog’s role in the world, and make them truly stand for something.

Co-founder Ben Parker explains, “we believed the way they visually presented itself, always at full volume and with a sense of nonchalant rebellion, was impactful but masked its ability to communicate all the amazing things that it does. BrewDog is a fast thinking business but that gets lost in the anti-establishment tone it takes.”

The business had to grow up. It had to become a leader of change, an inspiring voice for the industry and beyond. This was a chance to redefine what it means to be a business today. And with that, the idea of a Maverick with purpose was born.

The process began with a detailed reshaping of the brand's values, attitudes and vision. From this the Tomorrow Charter, a rallying cry for progressive change, was born. This brought with it a new unifying visual identity. A design language that has the flexibility to match the brand’s blistering pace. One that unifies more than 100 products, four distilleries and over 100 bars around the world.

ANOTHER CHANCE TO RIP UP THE RULE BOOK

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