Rascals Brewing. Brand Identity & Communications
Bold. Playful. Independent. A brand built to stand out on shelf and behind the bar.
Project Role: Art Director - Tríona O’Donoghue
Overview
Rascals Brewing Brand Identity & Packaging System (2024 Rebrand) Overview In 2024, I led the rebrand of Rascals Brewing, evolving the brand to better reflect the growth of the business and improve clarity across packaging, digital communications and physical environments.
My role included brand strategy, visual identity development, packaging systems, communications materials and brand environment design across the brewery, taproom and visitor experience. The objective was to create a flexible and distinctive identity that could scale across product ranges, communications channels and future venues.
In a craft beer category dominated by illustration-heavy packaging, the new identity uses bold typography and minimal design to create a distinctive and accessible brand.
The updated identity builds on the established personality of Rascals while improving clarity, consistency and flexibility across applications. The system was designed to work across packaging, digital platforms, signage and physical environments. The identity includes a refined colour palette, typography system and flexible layout approach to support both core and seasonal releases.
Packaging System
The packaging system was developed to create consistency across the core range while allowing flexibility for seasonal releases and collaborations.
Each product uses a structured layout system that allows for variation while maintaining brand recognition across shelves and digital platforms. The system was designed to scale across cans, multipacks and promotional materials.
Brand Rollout & Communications
Following the rebrand, I implemented the updated identity across all communications touchpoints, including print, digital and in-store materials. This included developing POS materials, window displays, promotional materials and customer-facing communications.
The rollout ensured consistency across all brand touchpoints and supported product launches and promotional activity.
Website & Digital
As part of the rebrand, I designed the visual direction and sitemap for the Rascals website to align with the updated identity. I worked with an external developer to implement the design, ensuring consistency across digital communications and user experience.
The website was designed to clearly communicate product information, events and brand messaging, with a focus on accessibility and ease of navigation.
Site built in wordpress by: https://digitallysound.ie/
Merch
As part of the rebrand, I developed the visual direction for Rascals merchandise, ensuring consistency across apparel, accessories, and promotional items. The designs extend the brand identity beyond the brewery and into everyday products.
