BrewDog

A multinational success story, BrewDog has grown exponentially, extending its reach into territories including the USA and China. But the rapid rollout of new drinks and bars tested the consistency of the brand, particularly through its tone of voice, which can struggle to shine away from BrewDog’s packaging and advertising copy. Which is why they called us.

BrewDog’s tone of voice is one of its valuable brand assets; its bold, punk energy had been alluded to in the original brand guidelines, but never explored fully. To achieve this, we scrutinised the company’s entire marketing output and interviewed the brand and content teams at length. Audience and competitor analysis provided further insight. Our strategists and copywriters then crafted a voice that referenced the original brand values, while adding distinctive tonal qualities and extensive usage guidance.

BrewDog is a valued, longstanding client and we continue to work in partnership with the marketing and content teams as they nurture the master brand. New product launches and the company’s continued expansion present new opportunities, particularly around brand voice and the evolution from challenger to part of the establishment. But with punk energy.

BrewDog’s global marketing teams needed a brand voice that could be easily replicated and shared, so we designed an extensive set of tone of voice guidelines that were simple to learn and rollout. BrewDog’s marketing channels have been revitalised by the in-house team, with a new, brand-first website at the heart of the activity. Point Of Sale materials are more aligned, and social engagement continues to soar, helped by a fresher, spikier tone.