LOVE was briefed to create a vodka brand that reflects BrewDog’s Aberdeen heritage and their dedication to quality distilling, born from the waters of the North Sea.
The agency took a deep dive into BrewDog founder James Watt’s family history and ties with the North Sea, discovering a true story about James’ cousin Alex: a one-armed sailor who lost his arm in a freak fishing accident in the North Sea.
One-Armed Alex is the hero on-pack. His irreverent character comes to life through a deliberately lo-fi illustration, with a lit firework in one arm and a severed arm tucked casually away in his pocket.
Inspired by Alex’s oilskins, the colour orange runs throughout the packaging and brand design. A refreshing addition to the sea of red sameness used by competing spirit brands. When it comes to tone of voice, Rogue Wave is an embodiment of Alex’s personality. Self-assured, irreverent and rebellious.
LOVE’s partnership with BrewDog sees the agency taking equity in return for reducing fees on all design work across the brand’s spirit business – BrewDog Distilling Co.
The first product to launch under this umbrella came in April with the creation of ‘Boilermaker Series’: a new collection of whiskies made by three partner distilleries to pair perfectly with a signature BrewDog beer.
Second in line came the rebrand of BrewDog’s existing gin brand, LoneWolf, which is currently outperforming the original design by four to one in stocked supermarkets.
Having launched this summer, Rogue Wave is available to purchase in BrewDog bars and on-line only at present.
LOVE Founder & Executive Creative Director David Palmer commented on the project: “When we heard the story of James’ vodka loving cousin Alex, we just knew it was gold dust. Marry that with a hugely characterful single malt vodka and you get a straight-up, yet darkly humorous new entrant into a category that arguably needs an injection of personality.”
BrewDog MD David Gates commented: “Once again, LOVE has nailed the brief to create a stand-out brand from scratch. Leaning on our founder James Watt’s family history has allowed LOVE to create a distinctive pack design and branding, making Rogue Wave stand out amongst the repetitive reds of other vodka brands. We’re immensely proud of the quality of design and speed of which we’re entering the spirits market this year, as testament by stellar sales figures and consumer feedback. With more brands still to come, watch this space.”