Beer Rebranding

Role: Art Direction and Graphic Design

Project: Rebranding for White Gypsy Brewery.

Target: National reach. Irish population 18-60 years old.

Deliverables: Logotype, labels for their four varieties of beer, and packaging.

Overview: White Gypsy Brewery began brewing for Dwan’s pub in Thurles. Since then, they have moved several times until they settled in Templemore, Tipperary, Ireland. Their traveling spirit gave them their current trading name: White Gypsy.

Since nomadism has always been part of the gypsy culture, we based the new brand identity in traditional tools used for orientation — the Sun, the Planets and Stars, the Compass and the Northern Lights. The new trading mark is a geometrical representation of a compass, and the brand tagline ‘Wild at heart’ comes from an ancient gypsy saying, picturing that desire of freedom and adventure.

Naming: We named the beers according to our new concept:

Golden Compass is one of the tap beers, a blond weissbeer with a golden color and light taste.

Wanderlust is a non alcoholic beer, alluding to that feeling of “you can drink it anywhere, anytime”

Sunkissed and North Pole are the seasonal beers,— a summer Pale Ale and a Winter Stout.

Style: The style of the illustrations on the labels is also inspired by the gypsy culture. Gypsies traveled in wooden wagons called vardos, which were decorated with very intricate line paintings called “lined out”. The status of the Gypsy family could be seen by the decorations on their vardo. The more intricate the design the richer the family were. We translated this concept to the beer, creating very delicate designs to symbolize a high quality product.