Maverick brewer BrewDog has unveiled its LoneWolf spirits brand with a packaging design by B&B studio. Pared back and minimalist, the design flies in the face of convention and reflects the brand’s aim to operate as an outsider within the sprits category. A simple stripped-back label decorates the gin and vodka bottles in defiance of category codes, with the wolf’s-head identity its sole adornment.
B&B studio worked to communicate LoneWolf’s rebellious approach to the spirits category in the design, as the brand seeks to challenge perceptions of what gin and vodka can be. The production process at LoneWolf takes place on one site, from grain to bottle, as opposed to spirit and botanicals being bought in, then mixed together. Every part of the brand is created from scratch—including the custom bottle and a specially formulated silicone band.
LoneWolf seeks to hero the spirit before the brand, in a stance that goes against the grain in the craft industry. This anti-marketing approach, a clear strategy formed for the design, is reflective of both product purity and the brand’s deliberately defiant stance.
