The new spirits arm of maverick brewers BrewDog, LoneWolf seeks to challenge the so-called craft spirits category through its hands-on production process. The name and distilled wolf’s head identity position the brand as an outsider, while the packaging ignores the conventions of the category by putting vodka, gin and whisky in the same bottles and shippers. A stripped-back approach to design reflects an emphasis on product over brand, and a removable label leaves the embossed bottle in its purest possible state.