BrewDog has unveiled a major packaging overhaul for its core range of beers.
Punk IPA, Hazy Jane, Lost Lager and Elvis Juice have all been refreshed with a new design that evolves the branding and provides each beer with more of an individual visual identity. The new looks will appear across all formats including bottles, cans and outers.
The Ellon-based brewer last changed its packaging in 2020, and many of the key components from those designs remain, such as the colour palette and banding across the cans, and the BrewDog logo remains unchanged.
Hazy Jane is the first beer to start appearing in its new packs, retaining its teal colour palette but introducing a new, mellow font to reflect the smooth, juicy and refreshing beer style.
Punk IPA – the brewer’s bestselling beer, which turned 18 this year – now packs more of a punch, with a ransom note style lifted straight from a Sex Pistols record sleeve.
Lost lager has had a minor facelift with simplified messaging and colours on the can.
Elvis Juice recently underwent a refresh in the USA, where it is BrewDog USA’s bestselling beer, and the new design is being replicated for the UK market.
The wider BrewDog range with previous identities will evolve over time, including the Alcohol Free (AF) range and Black Heart stout. The new packaging will be introduced as BrewDog works through stock of existing designs, with no fixed ‘launch’ date, so no packaging will be wasted.
