Opinion: Brewdog 2014 rebrand
In July 2014 BrewDog announced their new style bottle labels. As an avid fan of the brand (and drinker of a few too many of their beers) I was interested to see where the new direction would take the Scottish craft beer company's brand.
One year on, BrewDog continue to go from strength to strength but on the release of this identity update there was the, now ubiquitous, outcry of fans supporting their existing style. Some of them furiously rallied against it.
BrewDog announced their new style bottle labels in July [2014], but is there more here than first meets the eye?
With changes to the identity (updated logo and type style), the product names (reflecting the desire paths of their customers) and of course the labels themselves there's far too much going on here for a short blog post. However, since I love the beer, I couldn't go without throwing my thoughts in to the ring.
The new packaging is a natural progression for the Aberdeenshire based brewery. Their launch video shows the design process for their new bottles, using traditional printing methods which live up to their brand values and promoting the art of craft (albeit in the form of my favourite liquid).
Hampton Associates first created the award winning brand identity and collateral for BrewDog in 2007. At the time my favourite aspect of the brand was its tone of voice. It was completely in keeping with their grunge aesthetic, in-your-face product names and cavalier attitude to courting the press. BrewDog were plucky upstarts who didn't give a damn who they offended so long as the taps kept flowing.
Seven years on; with thirteen bars, their products in supermarkets, off-licences and bars UK wide and enjoying an ever expanding international following, they must have known that the underdog line was getting a bit tired.
With a passionate fan base I've no doubt the new look for BrewDog will have as many fans as detractors. Neither would I be surprised if the original packaging becomes a collectors item in certain circles—such is the cult following of BrewDog.
I for one can't wait to get my hands on a new bottle of 5am and will wait with great interest to hear the new tone of voice BrewDog develops over the coming weeks.
Until then, cheers!
--
This post originally appeared on the EQ Design Ltd 's website.
What I'm still interested to know is who was right, the concerned/hysterical fans (delete as appropriate) or the designers and strategists behind the new direction?
With the continued success of the company, right or wrong, does it matter either way?
--
All thoughts and opinions here are my own and do not reflect the opinions of EQ Design Ltd.
Image courtesy of BrewDog.