McGargles asked us to develop their brand identity and help them launch their new range of craft beers in a cluttered and highly competitive drinks market. Their aim was to challenge expectations by taking an irreverent, playful approach to the often serious craft beer industry.
We created a family of characters, one for each of the McGargles’ beer range. These irreverent characters were representative of Irish stereotypes and were the perfect means to disrupt and stand out from their competitors on the shelf.
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