Spirits

BrewDog reveals Lone Wolf spirits branding

By Nicholas Robinson contact

- Last updated on GMT

Lone Wolf branding revealed
Lone Wolf branding revealed

Related tags: Lone wolf, Brand, Distillation

BrewDog has revealed the brand identity of its Lone Wolf spirits arm, which has been designed to help the brewer, distiller and pub operator with its mission to "disrupt the spirits category".

The logo is a wolf's head "distilled down to its purest geometric elements", which has been designed to reflect the purity of the Scottish business's products.

BrewDog announced it would enter the spirits category two years ago, but finally made inroads in February this year.

The name was decided in March​ and the distillery was launched in April.

Maverick personality

Co-founder James Watt said: "The Lone Wolf identity created by B&B (design agency) fits our maverick brand personality perfectly.

"It manages to capture the craft essence of the brand, but presents it in a clean, stealthy, understated way, which will make the Lone Wolf instantly recognisable."

B&B will also work with BrewDog on the design of the Lone Wolf gin, vodka and whisky packaging, which will be revealed later this year.

Creative partner at B&B Shaun Bowen said: "BrewDog wants to shake up the spirits sector, just as it did with the beer category. BrewDog's attitude to everything is: challenge the rules and create its own.

"It's very much about transparency and wants to bring that into the world of spirits."

Increase beer production

In April, BrewDog announced in its annual results​ that it would continue to increase its beer production capacity and add to its portfolio of pubs.

The financial results for the year ending 2015 also showed gross profits up £5m to £16.9m.

Volume sales of beer grew by 131% in 2015, with more than 41 million bottles shipped overseas.

In the chairman's update, co-founders James Watt and Martin Dickie said: "We have invested more than £20m in our Ellon brewery as we have increased our brewing capacity from 200,000 hectolitres a year to one million hectolitres a year, giving us the beer-making capacity to meet our projected growth."

Related topics: Spirits & Cocktails

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