Creating a disruptor brand in today’s crowded marketplace is arguably the quickest way to get noticed. It seems everyone is looking at ways to agitate a tired category or digitize an analog experience, and with the disruptive product comes ever-more experimental brand designs targeted at a select group of influencers and early-adopters who are on the hunt for shiny new things.
No category has seen more infiltration from disruptor brands in the last decade than craft beer. BrewDog has been leading the charge in bringing a new lease of life to the beer sector. Whether it was producing the strongest beer ever made, selling £500 bottles of brew inside stuffed animals, or naming its non-alcoholic drink slightly punchy Punk AF, BrewDog has been the self-styled rebel of alcoholic beverages for almost ten years.
But a recent rebrand has cast doubt over this status. In a move they described as rebel to maverick, the brewery decided to adapt and evolve their branding with a new design, palette, and tone, introducing a broader brand purpose.
