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.

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Comments (32)

Benj88 22.07.2014 @ 9:19am
Processing is tres cool! Branding is good, potentially a little unambitious - however brewdog has conquered the pretentious so this could well do nicely for the next level of the market.
Jojocope 21.07.2014 @ 7:07pm
Am loving the letterpress.
Lex 21.07.2014 @ 5:37pm
Dead Pony Club must be my all tome favorite beer name. Please dont take of the club.
rob_jolliffe 21.07.2014 @ 2:25pm
The letterpress process if kinda cool but youve still opted for bland typeface that is going to make your beers more like the norm...
BrewDog James 21.07.2014 @ 8:57am
Hey Everyone,Firstly thanks so much for the feedback on the new labels - good and bad. It is always great to know what you guys think. I love the fact so many people feel so passionate about this.Evolving our packaging has been a pretty arduous journey for both me personally and our team. Like you good people we had so much emotional attachment to the old design that even looking at any new design was tough and just considering change made me feel uneasy.Yet at the same time we had to evolve. Our existing packaging was more more reflective of BrewDog and the industry in 2007 than it is today.Hopefully with a bit of time and being able to hold them in your hands you will come to love the new packaging as much as we do. It certainly took us a bit of time with the new designs to completely love them, but we honestly believe they embody the care, passion and creativity we put into our beers.The colours (in the flesh) are just as punchy, the embossed paper labels feel great and we have also updated and evolved the label copy.Hopefully you all really like the new bottles once you get the chance to hold them in your paws. If you do, or dont, as always, let us know. We really value the feedback!James
Marc 21.07.2014 @ 6:46am
Cant say Im overly enthusiastic about this look. Handcrafted as it may be, it doesnt seem to emphasise handcrafted. Brewdog is rough on the edges..... Should continue like that.As long as the contents remains the same :) You guys will do what you want, and thats the right way ;-)
Readysetgina 20.07.2014 @ 1:42am
Labels identity is one thing, colors and names is another. Congrats on the rebrand.
Zinneman 19.07.2014 @ 4:15pm
Was just talking with someone yesterday about the brewdog designs, and how the beer is awesome but the packaging not my cup of.. beer. Really like this new design! Great! And now open up a bar in Brussels please
mark h 19.07.2014 @ 3:22pm
Very impressed! Love the labels and style info. With the increased interest in craft beer this will maybe tempt a few curious souls to try something new and get sucked down the rabit hole with the rest of us.
AOME17 19.07.2014 @ 11:37am
Really like these. Hope Paradox keeps its John Player Special colour scheme.
TraceyJ - @claremontg 18.07.2014 @ 11:55pm
Hi Guys, love your beer and what your doing with the brand. Are you interested in collaborating with local artists and designers to develop special edition beer labels? Like your graduate scheme it could be a platform to promote artists work and be mutually beneficial.
Jcmelvilleuk 18.07.2014 @ 11:19pm
I love your new packaging and its so good to see proper letterpress fonts!
Canfan 18.07.2014 @ 9:06pm
Will new designs be in cans too?
Brewdoug 18.07.2014 @ 8:21pm
I like them but tbh I dont know if these will stand out like the old ones. My first time discovering brewdog was in italy and randomly picking a Riptide in a pizza restaurant out of a fridge. I dont know if the new packagong would catch my eye in the same way (I guess well see).
Richard W 18.07.2014 @ 7:01pm
What did 5am Saint do to get stripped of its sainthood?
Izzy 18.07.2014 @ 3:19pm
I liked the old ones a lot and didnt think a change was necessary. Ill need a little time to adjust but they do look good. Great job everybody!
blueswillmakeyoublind 18.07.2014 @ 2:50pm
Hope the labels are as easy for us home brewers to peel off as the old ones!
dfreytag 18.07.2014 @ 1:05pm
Very good development of current brand. Very much like the use of crafted production processes, mirroring the craft of brewing.
Mark 18.07.2014 @ 12:33pm
Are you bringing out new cans too ?
pacman 18.07.2014 @ 12:25pm
Plain and Simple... Always look the best, well done BrewDog.
John Smith 18.07.2014 @ 12:20pm
Hope this means we will see the Porter in Sainsburys.
philuren 18.07.2014 @ 12:15pm
Long behind time in matching the caps to the bottles - looking good though - a worthwhile re-design.
Aki 18.07.2014 @ 12:04pm
Looks great! Well done to change b4 the old look gets outdated!
flibblesan 18.07.2014 @ 11:48am
Gonna miss the old packaging but the new designs are pretty good. Shame about the name changes though..
BrewDog Rob 18.07.2014 @ 11:44am
Were keeping the parts of the name that we know and love (the names we hear at the bar!) - hence 5am and Dead Pony - but weve added the style to make it easier for someone new to BrewDog to know what the style is.
Tomas 18.07.2014 @ 11:41am
Nice. But, I thought the design would be cleaner still.
Stephen T 18.07.2014 @ 11:39am
So are the names of Dead Pony Club and 5AM Saint changing?
Mattyf4545 18.07.2014 @ 11:38am
These look amazing,
DrewGob 18.07.2014 @ 11:35am
The label says Dead Pony, not Dead Pony Club, did you change the name?
chuckan 18.07.2014 @ 11:35am
Looks fantastic!!!
S. Crumb 18.07.2014 @ 11:32am
Cant wait to see the new Jackhammer and Hardcore!
boomboom 18.07.2014 @ 11:31am
Didnt think you needed an update, but these look amazing!