BrewDog's New Packaging
A new look for our labels...
Last month we announced that we were looking to update and evolve our packaging. We’ve come a long way since BrewDog was born in 2007, but our trusty old packaging has remained pretty much the same. We love it. We know you love it. But it’s no longer quite reflective of where we are as a brewery. It's time for a change.
In an effort to ensure the look and feel outside our bottles matches the craft and passion inside them, we’ve used real wood-cut and metal letters at one of the UK’s few remaining letterpress studios. It’s time for our packaging to become as hand-crafted as our beer.
When we set out to change our packaging, we did so with one aim in mind – to create packaging that better reflected the beer we make. That meant focusing ruthlessly on two things: quality and craft.
We’ve done that by stripping the design process back to basics. By going to one of the UK’s few remaining letterpress studios to hand-print our designs using 100 year-old metal and wood letter blocks. By moving to a thick, uncoated paper and by applying layers of ink with as much personality and character as the beer inside the bottle.
Our new packaging takes everything we loved about the old labels and brings them up to date with where we are as a brewery today. Same beer. Same attitude. Same BrewDog. New approach.
Aside from the design, you’ll notice a few things have changed on-pack. We’ve added beer styles to each product name and tasting notes on the caps to help craft beer newcomers find their feet. We’ve added a three-word tag-line to each of the beers to capture what they’re all about in an instant. And we’ve embossed the labels so they feel awesome in your hands.
This is a big deal for us but it’s just the start.
Over the next few weeks we’ll be updating our website, cans and other beers to fit the new style. And if you’re wondering where Hardcore, Tokyo*, Dogma and Libertine have gone, don’t panic! Our stronger beers are getting a re-design too. Keep your eyes peeled and you’ll see our more intense Amplified range packaging coming out soon.
You should start seeing the new packaging on bottles from early August.