Responses by Matt Burns, creative director and Claire Barrett, strategy director, Thirst
Background: Loch Lomond Brewery has award-winning beer and big ambitions, but its existing brand was in danger of looking tired. It needed a contemporary brand that truly reflected the quality of the beer—a bold new look that could span its wide audience to include tartan-loving tourists, craft beer connoisseurs and casual drinkers.
Reasoning: We wanted to match Loch Lomond’s iconic beer with its iconic Scotland beauty. With two very different ranges to brand—traditional Classic range and experimental Craft—we developed a unifying creative theme for the portfolio, modern perspectives of an ancient land, which ran throughout the work.
Challenges: Since provenance is an overplayed card in the craft beer category, we sought to show provenance in a way we hadn’t seen before. By inverting this epic landscape and looking down, images become very textural and evocative. The next challenge was convincing the client it would work. Luckily as soon as they saw it mocked up on can they loved it as much as we did!
Favorite details: The Classic Range illustrations are dotted with delightful discoverables to tell the story behind the beer, such as the Silkie’s silhouette or the city of Luss’s Fleur de Lis etymology. But our favorite part about these illustrations is the changing light. We wanted to show one man’s day of discovery on the Loch, so the light source travels with him from morning to night across the range.
Visual influences: Learning about the Loch, its history and its stories inspired the layers of the illustrations for the Classic range. Then, it was actually seeing how beautiful landscapes are filmed for documentaries—the epic, sweeping drone shots—that inspired the Craft range.
Specific demands: It was a bit messy, so we had to organize the brewery’s portfolio into ranges. We kept the trusted, traditional Classic range in one style, and then created the Craft range for more experimental and trendy beers. Also, since a lot more beers came out under the Craft range, the photography allows the design to be just as agile.