Independent brewery BrewDog has today unveiled a series of updates to the packaging designs for its core range of beers. Punk IPA, Hazy Jane, Lost Lager and Elvis Juice have all been refreshed with a new design that evolves the branding and provides each beer with more of an individual visual identity. The new designs will appear across all packaged formats of the beers including bottles, cans and outer packs.
BrewDog last changed its packaging in 2020, and many of the key components from those designs remain, such as the colour palette and banding across the cans, and the BrewDog brandmark remains unchanged.
Hazy Jane is the first beer to start appearing in its new packs, retaining its iconic teal colour palette but introducing a new, mellow font to reflect the smooth, juicy and refreshing beer style.
Punk IPA – the brewer’s best-selling beer, which turned 18 this year – now packs more of a punch, leaning into the roots of its inspiration.
Lost lager has had a light facelift with simplified messaging and colours on the can, re-enforcing its position as a strong contender in the lager aisle, and dialling up its clean, fresh cues and top quality.
Elvis Juice recently underwent a refresh in the USA, where it is BrewDog USA’s best-selling beer, and the new design is being replicated for the UK market.
“This is the start of a new era for BrewDog," said COO Lauren Carrol. "The new packaging will do something we have always sought to do right from the start – disrupt the category. Our mission remains as it has always been; to make people as passionate about great beer as we are. Brewed Fresh is our badge of honour, and references our approach to brewing: no shortcuts, no compromises. We have committed to only the highest quality beer, crafted with cutting edge technology and relentless passion. I cannot wait to see the new cans on shelves very soon!”
BrewDog has been developing new identities for many of its beers over the past few years, hinting at this brand evolution. Wingman, which launched in 2023 and is one of the UK’s fastest growing IPAs, is strikingly independent in BrewDog’s line-up of core beers and now holds its own alongside more evolved identities for the brewer’s "headliners". Cold Beer also encapsulates a retro Americana vibe with its identity, giving it shelf standout amongst more traditional lager brands.
The wider BrewDog range with previous identities will evolve over time, including the Alcohol Free (AF) range and Black Heart stout. The new packaging will be introduced as BrewDog works through stock of existing designs, with no fixed "launch" date, so no packaging will go to waste.
