Brewdog

The Ask:

Brewdog's founders, James Watt and Martin Dickie, needed distinct and memorable branding for their new line of high ABV beers to stand out in a competitive and saturated market.

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Answer:

Working with art director Erik Johnson, I co-led the creative direction for the visual identity and voice of Brewdog's new beer line. Our task included developing style guides and voice guidelines, outlining the brand representation on product packaging, online, and in-store. We conceptualized the "Watt Dickie" line, a tribute to the founders, with campaign imagery featuring surreal, otherworldly characters that captured the founders' unique humor and legacy in the craft beer market.

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Result:

The "Watt Dickie" campaign was a hit with James Watt and Martin Dickie. They were particularly fond of the whimsical and slightly demented characters that symbolized their spirit and ingenuity. Their enthusiasm extended beyond packaging; the characters were also featured prominently on the large containers at the Brewdog brewery, reinforcing the brand's bold and unconventional identity. This successful branding effort helped Brewdog's new beer line gain distinctive visibility and appeal in the craft beer market.