Punk brewery BrewDog has unveiled new brand identity and a renewed purpose. As a long-time customer and equity punk owner, I have mixed feelings. More or less in line with what Ruth Hamilton writes on Creative Blog:

A cleaner, less fussy identity is certainly more in line with current branding wisdom, and we agree it was time for Brewdog to refresh its identity. But we can’t help feeling that the brand has stripped out all of the things that made it unique in the first place.

Ruth Hamilton, Brewdog gets neutered in sensible rebrand, Creative Bloq

Yes, the folks from Ellon have grown up. Yet, it is with a certain sadness that I look at the evolution of BrewDog from a Rebel to a gentrified Maverick brand.

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