Mad Dog Brewing Co. Rebrand


The Common, Patchway, Bristol, UK

Creative Agency: Arobase Creative
Project Type: Produced, Commercial Work
Client: Mad Dog Brewing Co.
Location: Cardiff, Wales
Packaging Contents: Craft Ale’s
Packaging Substrate / Materials: 330 & 500ml Glass Bottles

Mad Dog Brewing Co. is a small Welsh brewery, dedicated to creating unique, speciality craft beers using uncommon ingredients, often in collaboration with other local food and drink producers.

Mad Dog’s previous brand was lacking cohesion, with strong visual characters clashing on packs and across the brand. The illustrated Pitbull was a prominent feature of the Mad Dog logo, while the front of packs were dominated by gothic imagery such as skulls, in both photographic and illustrative styles. For some, the dark and sinister aesthetic was a direct reason for some pubs/bars not stocking the product and it seemed that the aesthetic of the packs was disconnected from the values of the company.

Following some initial brand analysis, it became apparent very quickly that the Mad Dog brand needed an injection of energy and fun, to better reflect the people of the company, as well as an original and creative product.

We created a new brand mascot in a street art style, taking inspiration from skateboarding graphics. The artistic urban styling gives the brand a fashionable and attractive aesthetic that will easily appeal to trendy craft beer enthusiasts. While retaining the Pitbull, we gave the dog a unique look, designed to feel more ‘mad’ then the current logo which lends itself strongly to the company name.

In addition to the brand mascot, we created a revised logotype, featuring a bespoke, hand drawn, typeface that will be used across all Mad Dog communication. The font is completely unique to the Mad Dog brand helping to give the company instant recognition, and provide cohesion across their core and speciality bottle range.

We brought the brand together on the labels using a series of illustrated objects and characters, each designed to tell the narrative of its respective beer. These follow the style dictated by the brand mascot, and combine well with the bespoke typography, block colours and unique patterns to create a truly engaging front of pack.

In addition to 330ml and 500ml bottles, the brand was extended to pump and keg clips, and will in future be seen across cans, glasses, coasters etc.

What’s Unique?
The aesthetic of the brand and the use of illustrated/hand drawn elements on pack makes the packaging special, providing a sense of authenticity. The packaging design has been treated with as much passion and craft as the quality product inside.