Page 18 - BrewDog Case Study

However, with growth came maturity

as the company tried to dial down its

visual identity moving away from the

perception of the angst-filled teenager

towards a more crafted, customer

focused appeal.

In 2014 the company changed the old

BrewDog logo and labels which it said

no longer represented the heart and
soul of the brand. Instead a simpler and

more sophisticated black and white

logo was introduced. Along with this

BrewDog changed their bottle designs too and started to

include the style of the beer on each product name, along

with tasting notes to help newcomers to the industry find

the flavours that were right for them.

The BrewDog brand is averse to traditional tactics for

marketing and advertising. They do not believe in television

advertising or glossy magazine prints. In fact, even their

social media pages include very little advertising.

For Watt, traditional advertising was dead. Mass media was

“as ignorant as it is irrelevant”. New media was where the
focus lay. People sought authentic, quality, passion, real and

integrity. “The only way to build a brand is to live that brand.

You have to live the values and the mission, then let the

customer decide.” (14)