Loch Lomond Brewery – Craft Range

Creative Agency: Thirst Craft
Project Type: Produced, Commercial Work
Client: Loch Lomond Brewery
Location: Glasgow, United Kingdom
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium

The second stage of Thirst’s Loch Lomond Brewery rebrand was to create a cutting edge design for their Craft Range. This range houses dynamic, innovative brews, so it needed an equally experimental perspective of Loch Lomond to match. This meant bulldozing the traditional tourist board tweeness of the ‘Bonnie Bonnie Banks’ and showing Loch Lomond like it had never been seen before.

Thanks to Loch Lomond’s hills and vistas, it’s almost always pictured looking up. So, in order to create a wildly different view, Thirst flipped this perspective and took a dramatic look down. After a day out on the shores with a drone, Thirst flooded bird’s-eye images with Scotland’s natural colour palette – earthy browns, slate greys, rich purples and vibrant greens – to create surreal, almost abstract crops of the land.

Each coloured image was matched with the beer’s individual qualities; plenty of hop-like, vibrant green trees for Lost in Mosaic APA and earthy stone with deep, dark water for Lost Monster Imperial Milk Stout.

With hundreds of photos in the bank, the system is as agile as the craft brews themselves, able to extend effortlessly to accommodate fresh new editions. Just like the more traditional Classic Range, it’s another perspective that pairs Loch Lomond’s iconic beauty with the brewery’s iconic beers.

Matt Burns, Creative Director at Thirst says:
“We knew we had to draw from Loch Lomond Brewery’s stunning surroundings for this project, but with so many craft beers playing the provenance card, we had to do it in a way that’s never been seen before; showing this much-documented land in a fresh new style. The contemporary illustrations for classic and the dramatic drone photography used in the craft range do just this, with the overall portfolio matching Loch Lomond’s iconic beer with its home’s iconic beauty in many different ways.”