Mad Dog Brewing Co. is a Welsh brewery, dedicated to creating unique, speciality craft beers using uncommon ingredients, often in collaboration with other local food and drink producers.
We were asked to create a new brand identity for Mad Dog that would be applied to new packaging design for their core range of craft beers and a new website, to be designed and built by Arobase.
Following some initial brand analysis, it became apparent very quickly that the Mad Dog brand needed an injection of energy and fun, to better reflect the people of the company, as well as their unique and creative product.
We redesigned the Pitbull with a new street art inspired style. The urban styling gives the brand a fashionable and attractive aesthetic that will easily appeal to trendy craft beer enthusiasts.
In addition, we created a revised logotype, featuring a bespoke, hand-drawn typeface that will be used across all Mad Dog communication and provide cohesion across their core and speciality bottle range.
We brought the brand together using a series of illustrated characters, each designed to tell the narrative of its respective beer. These follow the style dictated by the brand mascot, and combine well with the bespoke typography, block colours and unique patterns to create a truly engaging front of pack.
In addition to 330ml and 500ml bottles, the brand was extended to pump and keg clips, and will in future be seen across cans, glasses and coasters etc.