Design Concept:
The Devil’s Draught branding concept fully embraces the bold, rebellious spirit of a craft beer with a devilish twist. It celebrates the playful darkness and mischief behind the brand, creating an identity that is unapologetically daring and packed with attitude. This concept brings the “devil” to life visually, making the brand both memorable and striking.

Brief:
Develop a brand identity that captures the fearless, devilish personality of Devil’s Draught. The aim was to create a wordmark and packaging design that grab attention instantly, reflect the beer’s bold and rebellious nature, and appeal to drinkers who seek a fun, edgy experience with character and flair.

Solution:
Design a modernized gothic wordmark that merges historical character with a contemporary edge, giving the logo a strong presence that commands respect yet remains approachable. Packaging follows a cohesive design system, using the brand’s dramatic colour palette, deep reds and blacks applied creatively with simple gradient backgrounds to distinguish each beer variety. The labels and overall packaging lean into the simple yet bold visuals, incorporating subtle hints of devilish iconography and design elements that hint at playfulness and attitude. This approach ensures the brand stands out on shelves and communicates a confident, energetic vibe.

Outcome:
A dynamic, highly recognizable brand identity that resonates with consumers who love craft beer with personality. Devil’s Draught projects an image that is both rebellious and playful, turning heads and sparking curiosity. It promises a bold, unforgettable drinking experience that lives up to its devilish name, making every bottle feel like an invitation to embrace the daring side of craft beer culture.