A refreshing new look for the East London Liquor Co

Founded in 2014, Bow-based distillery the East London Liquor Co produces a range of spirits. Already a firm favourite among bartenders, the distillery approached branding agency Ragged Edge to refresh its visual identity in order to help it appeal directly to drinkers.

“We helped them build a brand that’s unpretentious, unapologetic, and unabashed in its flagrant disregard for convention.” says Ragged Edge co-founder Max Ottignon.

The agency created a custom typeface with with NaN Foundry, which is made more unique with glyphs inspired by the local area, the distillery itself, and the production process.

A fluorescent yellow ‘smiler’ icon is inspired by an old crest found in nearby Victoria Park, and incorporates the shape of the River Thames to create a unique smiley emoji.

The identity has been brought to life on East London Liquor Co’s existing product ranges and several new ones, which are tied together using a vibrant colour palette and abstracted graphics.

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