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BrewDog reveals Lone Wolf logo as it tries to avoid the 'overly craft' look

BrewDog has revealed the brand identity for its hotly-anticipated new spirits arm Lone Wolf. Designed by B&B studio, the simple design features a wolf's head distilled down to its purest geometric elements.

The irreverent Scottish brewer announced plans to venture into the spirits industry two years ago, to "do something no-one else is doing" in the vodka, whisky and gin categories.

Set to launch imminently, Lone Wolf will be the only craft distillery in Scotland to also make its base spirit grain under the same roof.

The Lone Wolf logo has been created to be "raw, pure and simple" with the purpose of acting as an "iconic" badge for the brand. By selecting a wolf, which are usually viewed as outsiders, the logo also aims to reflect BrewDog's desire to "shake up" the spirits sector, according B&B studio creative partner Shaun Bowen.

He said that the identity needed to convey the brand's rebellious "spirit" and "not get too carried away with branding."

“We didn’t want it to look too overly craft, instead it’s stripped back, raw and edgy,” he added, "the brand and the wolf are both a bit wild. We wanted to communicate that in the design.”

BrewDog co-founder James Watt said he believes the look fits the startup's personality "perfectly".

"It manages to capture the craft essence of the brand, but presents it in a clean, stealthy, understated way, which will make Lone Wolf instantly recognisable.”

B&B is also working with Lone Wolf to design packaging for its range of gin, vodka and whisky, which looks set to be revealed later this year.

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