ROGUE SOCIETY LIQUOR
Brand & Packaging Design

PROJECT SCOPE

Brand Identity
Packaging
Art Direction

Between 2014 and 2018, the gin brand now known as Scapegrace was named Rogue Society, building a cult following before international trademarking issues necessitated a name change. However, in the last five years, the Scapegrace Distilling Company has been bombarded by consumers and bartenders asking when they’re bringing back Rogue Society, a brand that held a special place in the people’s hearts.

The decision was made to bring the offbeat, rule-breaking Rogue Society brand back, as a New Zealand-only offering. Having created the original Rogue Society brand ten years ago, we needed to bring back the anti-establishment attitude and personality it was loved for, while giving it a refreshed aesthetic. The previous branding was bold in use of its composition and messaging and we wanted to echo in the new packaging and design communication.

A new Rogue Society crest was created to elevate the premiumness and draw more attention to its New Zealand origins. The traditional, prestige connotations of a crest were subverted however: by cropping, distressing and otherwise mistreating it throughout the visual materials, we made it clear that this was no old or stuffy brand.