Vicious
Overiew
Vicious Brewing Co. – Brand Identity & Packaging System We partnered with Vicious Brewing Co., a Belgium-based brewery, to craft a new identity that reflects its multicultural spirit and unconventional attitude. Strategic Rebrand Vicious approached us in 2022 for a complete overhaul—looking for more cohesion, boldness, and personality across every touchpoint. Logo & Visual Language We created a devil-inspired mark that nods to Belgium’s national football mascot while channeling the brand’s rebellious nature. It’s sharp, iconic, and built to stand out on the shelf. Bold Graphic System The design system embraces vibrant colors, expressive type, and a modern layout language that reflects the brand’s cosmopolitan, flavor-forward approach. Packaging & Verbal Universe From label design to tone of voice, every element was built to communicate a global, unapologetic energy—rooted in Belgian culture but made to resonate worldwide.
Results
The rebrand gave Vicious Brewing Co. a distinct and cohesive visual identity that better aligned with their values and audience. While still in early rollout, the updated branding has: Strengthened brand recognition across packaging and merch Helped open new conversations with distributors and local retailers Created a clearer, more memorable shelf presence Provided a flexible design system for future product lines and campaigns
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