Thirst Craft was recently asked to rebrand the award-winning Loch Lomond Brewery, giving it a bold new look to help it achieve its ambitions, something that would capture the quality and creativity of its beer while celebrating its roots.
With two very different ranges to rebrand – traditional Classic Range versus the experimental Craft Range – the Glasgow agency set out to match Loch Lomond’s iconic beauty with the brewery’s iconic beer through an overarching creative theme: "modern perspectives of an ancient land".
To kick things off, Thirst came up with an iconic identity, designing a bespoke wordmark that features subtle arcs and waves in the letterforms to mimic the land’s peaks and loch. This mark of quality sits high and proud across the whole portfolio as a consistent mark of quality.
Then, for the brewery's more traditional Classic Range, Thirst needed to create a timeless perspective of Loch Lomond that brought to life each beer's namesake. Thirst commissioned Jack Daly to create a series of illustrations designed to take drinkers on a journey of discovery through the Loch. Each image follows one man’s day out by capturing stunning scenes from the shoreline. The images are dotted with delightful discoverable to tell the story behind the beer such as the Silkie’s silhouette or Luss’s Fleur de Lis etymology. Satisfyingly, the light source even travels from morning to night across the range, tracking the day’s progression.
The finishing touch throughout the portfolio is a clean, colour-coded modular system to help range navigation. This is echoed with back-of-pack tasting notes that succinctly cover hops, taste and finish so drinkers can compare and contrast the range easily – like tasty Top Trumps.
And as each new range brings a new perspective of Loch Lomond, these collectible Classics are just the start. A much more avant-garde Craft Range is coming soon, bringing with it an experimental perspective that again matches Loch Lomond Brewery’s iconic beer with its home’s iconic beauty. More at thirstcraft.com.