London – East London Liquor Company is changing its focus to consumers with a rebranding by Ragged Edge.
While its craft spirits are already found at bars and pubs, the rebranding positions its drinks as more accessible and appealing to consumers, swapping its previous branding and high price points associated with craft spirits for a brand that better aligns with East London Liquor Company's values.
The resulting bold identity's ‘smiler’ icon is inspired by an old crest found in East London’s Victoria Park, while fluorescent colourways and a new ready-to-drink and hard seltzer range signify a shift from archaic liquor messaging. Wine-style bottles also aim to stand out on the shelf among the squat or squarer bottles associated with spirits. Max Ottignon, co-founder of Ragged Edge, says: ‘We helped [East London Liquor Company] build a brand that’s unpretentious, unapologetic and unabashed in its flagrant disregard for convention – a brand designed to transcend a category.’
As a category saturated by gin and traditional messaging, the British Spirits Market is being reworked through bold branding and unconventional tipples.