A storm was brewing for Traditional Scottish Ales. The influx of trendy ale drinkers was seeing consumer preferences drifting towards small, independent breweries. Our task was to ride this wave by rebranding the brewery, launching a craft beer range for contemporary drinkers, and growing distribution in supermarkets across Scotland.
Craft beer doesn’t have to be serious. Our audience are bearded beer hipsters, not real ale boffins. The category didn’t need another overly complex and earnest ‘me too’ ale brand, and the newly named Black Wolf Brewery provided scope to be a different beast entirely.
Using the local legend of a Black Wolf that saved Stirling (the brewery’s hometown), we created an engaging brand personality and distinct visual identity through the illustrated antics of the Black Wolf. The lighthearted, humorous approach has created a warm and trusted narrative to engage and endear drinkers.
