Page 17 - BrewDog Case Study

It threw out the marketing rule book to build its anti-

boredom brand from an unapologetic tone of voice to bold

colours and a memorable logo.

The logo and labels were an immediate hit with consumers.

They were bold, brightly coloured, and grungy.

The BrewDog brand has described itself as a “post-punk,

apocalyptic mother****** of a craft brewery” as it

embraced confrontation, encouraged its fans to rebel, and

attempted to change the beer world on the back of a loud

and proud approach to raw, gritty authenticity driven by

passion.

The team behind the BrewDog marketing campaigns came

up with a set of value-based phrases that would help to

direct future strategies, and keep the company tone of voice

consistent across all marketing channels:

• We bleed craft beer. This is our true North

• We are Geeks. Learn obsessively, Share
evangelically.

• We are uncompromising. If we don’t love it, we
don’t do it. Ever.

• We blow shit up. We are ambitious. We are

relentless. We take risks.

As the BrewDog identity emerged the more its popularity

grew and by 2015 they were the UK’s fastest growing brand.