Devil's Draught
They wanted to create a visual identity that is fresh, cheeky and bold to resonate with the experience that their customers wanted to have and make them feel the same excitement as their beer.
The cheeky rebel
During the brainstorming process we realised that the brand name clearly pointed towards a character that is fun and rebellious in nature. The tone and the design needed to capture the rebellious spirit of the brand while remaining playful. So we explored several ideas, some with detailed illustrations and others more minimalist, but we knew the final design had to strike the right balance between the two.
The devil with a grin ended up as our selected mark as it was simple enough for responsive design, yet expressive enough to convey the bold, cheeky nature of the brand.
Making fun, fun again
The concept was eventually refined to create better proportions and a logo suite was created along with a sweet badge for the brand to stay fun and responsive across different environments and applications. Rest of the visual system also incorporated the same characteristics to create a brand that captures the bold, rebellious, and fun-loving essence of Devil’s Draught, making it as unforgettable as the beer itself.
