Rebranding a Scottish Legend
LocationLoch Ness, United Kingdom
DeliverablesBrand Identity, Packaging, Brand World, Brand Guidelines
Loch Ness Brewery’s brand wasn’t reflecting the quality of its liquid. With a design that had aged along with its audience, the brewery needed to drive radical reappraisal in order to attract new customers domestically and internationally.
For the rebrand, identifying the brand’s most iconic asset was easy; the Loch Ness Monster. The tricky part was showing Nessie like she had never been seen before; cool, classy and not in the least bit touristy.
Our core device is based on the idea that when you’re standing on the banks of Loch Ness, you can’t help but look for shapes that could be Nessie.
This behaviour fuelled our robust range system – a simple line depiction of the Loch with Nessie seamlessly rising out of the ripples.
Bright colours create bold stand out on shelf and transformed a tired myth into a living legend.