The anti-craft: Beer company rebrands to stand out

The company turned to creative strategy agency Block to refresh its branding. Instead of the artsy, minimalist designs that are currently in vogue, Feral’s rebranding has a graffiti-style, rough-around-the-edges aesthetic that matches the company’s hands-on approach to brewing.

‘At a time when all the big guys are jumping on the craft brew trend, Feral is the real deal,’ says Mark Braddock, creative director at Block. ‘Feral is all about what’s in the bottle, so we felt this rebranding shouldn’t look overworked or pretentious.’

This is brandalism gone meta, with a brand vandalising its own identity. For more, read our Brandalism micro trend and see our Disruptive Packaging microtrend.