#artistscompany

[artistsstore]

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[quietschart]

Brewdog

The first labelling I wanted to look at was Brewdog as they stand out in the beer market as being quite radical at the time with their anti-authoritarian message and packaging. Although the fine ale market now is more saturated, when Brewdog arrived on the scene they were really starting in the early days of the craft beer revival and hit the scene with a distinctive voice that was punk, modern and youthful in comparison to their more elderly peers that still had brown, muted and traditionally imagery associated with their beers. The first image I’ve supplied was their initial design, which was already colourful, loud and with the gritty grain texture gave the feeling of being bold and loud. Each beer had a set colour and the title of the beer was the loudest part. The rebrand, which was reviewed on the pavittdesigns blog chose to modernise the design and tighten it up into a more regimented graphic style. The review site states they had “placed beer styles to each product name to ‘help craft beer newcomers find their feet’.They have also added a three-word tag-line to each of the beers to capture what its about.”* So they were aware of making their beer understandable to a presumably new, younger, craft beer audience. Their latest rebrand saw them working with Made Thought to give a new face to the brand. “Brewdog has always had a very simple and straightforward approach to design, really focusing on bold colour and even bolder use of type and voice both in packaging and its communications,”^ The Design Week site breaksdown the change in the design stating: “The dog icon no longer sits within a shield-shaped lock-up and instead appears at the centre of the new identity.”^ so there is this shift around with the information on the can, with the new shield emblem and the smaller logo. To me their latest rebrand is definitely a sleeker affair, less punky and slowly becoming more corporate almost. As the company as grown to own hotels, more bars and more breweries it’s not surprising they are becoming a sleeker affair. I think their packaging is successful because it is so distinctive on the shelf compared to their competitors. Their vertical design period “used real wood and metal letter in order for the packaging to be come hand crafted as is there beer.”* and had a feel to each bottle with bevelled imprints on the label. It had a hand crafted character but now that’s gone from their design. Colour has always been what’s eye catching about their designs so I think they’re retained that aspect well. Brewdog have been so successful that their design is often imitated now (see final LIDL beer bottles as example.) _______________________________________

LIDL Beers -  Burns, H. (2019). Husband and wife’s Lidl craft beer deal. [online] businessInsider. Available at: https://www.insider.co.uk/news/husband-wife-brewers-400000-deal-14058146 [Accessed 30 Apr. 2021]. *Label Layouts - pavittdesigns, A. (2016). Artists/Companies/Brewerys. [online] pavitt.designs. Available at: https://pavittdesigns.wordpress.com/2016/06/12/beer-artistscompanies/ ^Can and Bottle imagery - Long, M. (2020). Web Page. [online] designweek. Available at: https://www.designweek.co.uk/issues/3-9-february-2020/brewdog-new-identity/ [Accessed 30 Apr. 2021].