Rascals Brewing: Brand Identity, Packaging & Spatial Design

Rascals Brewing: Brand Identity, Packaging & Spatial Design

Rascals Brewing has always had an independent streak. For its 2024 rebrand, the Dublin brewery needed an identity that could retain that personality while bringing greater clarity and consistency to a growing portfolio of beers.

Led by Art Director Tríona O’Donoghue, the new identity takes a deliberately graphic approach to a category often characterised by dense illustration and visual complexity. Bold typography, confident colour and a stripped-back layout system give the range an immediate presence, allowing the personality of each beer to come through without losing sight of the Rascals brand.

At the centre of the redesign is a flexible packaging architecture created to bring the brewery’s core range together as a recognisable family. A consistent typographic framework establishes hierarchy across every can, while shifts in colour, composition and product naming give individual beers their own character. The result is a system that feels cohesive from a distance but rewards variation up close.

The identity was designed for more than a fixed collection of products. Rascals regularly moves between core beers, seasonal releases and collaborations, so the system needed enough structure to build recognition while remaining flexible enough to accommodate what comes next.

That thinking extends beyond the can. The visual language carries through multipacks, tap badges, point of sale, digital communications, merchandise and the brewery environment, turning the packaging system into a broader expression of the brand.

O’Donoghue also art directed the brewery tour and interior experience, developing the concept and visual journey through the space. Graphics, environmental typography, murals and installation pieces were used to bring the brewing process and personality of Rascals to life in a more immersive way.

The spatial work was developed in collaboration with muralist KOOF, whose large-scale artwork brings energy and character to the brewery, and installation artist Geraldine Coakley, who created a tactile malt installation that introduces the ingredients and craft behind the brewing process.

The result is a more focused Rascals: bold, playful and unmistakably independent, with an identity designed to work from the shelf to the taproom and throughout the wider brewery experience.