The Wolf is Back.
With fans calling for the return of the wolf we were tasked with re-designing the LoneWolf range of gins by BrewDog Distilling Co. Built around a re-worked illustration by California-based artist BIOWORKZ we have re-designed the product from the ground up including a new brand identity, bespoke textured bottle and a dual label system.
Featuring subtle tapered sides and wide curved shoulders the bespoke LoneWolf bottle is designed to have a softer and less aggressive silhouette than the previous incarnations of the gin.
Working with Launch Design who helped bring our initial concepts and 2D drawings to life, a custom bark texture developed from the Scots pine tree is debossed around the bottle, tapping into the local environment and natural ingredients that make up the gin and giving a tactile feel when in the hand. Branding lockups embossed on the shoulder and punt and a laser engraved stopper finish the striking bottle design.
Keen to retain the attitude of the LoneWolf brand our new typemark sits on a slim wrap-around label whilst the fan favourite illustration by BIOWORKZ remains the focal point of the design. Featuring metallic foil and multi-level embossing, the re-worked illustration is printed on a separate label which is applied over the wrap-around, adding depth to the front of pack and directing focus to the artwork.
We also updated the colour schemes for all line extensions in the range. A new dark purple scheme inspired by juniper berries leads the way on the Original Juniper Gin, bringing in gin category cues that we felt were previously missing from the brand.