PROJECT SCOPE
Brand Identity
Art Direction
Scapegrace launched 10 years ago. While this much celebrated and successful brand has remained largely untouched in that time, new offerings have meant the visual identity has had to evolve to fit. The construction of the new Scapegrace distillery in Central Otago has marked a moment of maturation for the brand — and provided the opportunity to step back and revisit their brand and visual identity.
By taking a holistic approach towards all the touchpoints of the brand, we’ve been able to position Scapegrace for a new era of growth and success.
Our approach had one guiding principle: “There’s no victory in easy”. As a brand and a business, Scapegrace believes the merit of all things lies in their difficulty. From a design perspective, this meant deep consideration of every detail. Details are difficult, but they are what makes something great. The new Scapegrace brand is comprehensive, obsessively detailed, and authentically grounded in the place where our spirits are crafted.