A young Scottish marketing agency has won a major design award for its rebrand of the award-winning Loch Ness Brewery.
Thirst, a Glasgow-based brand and marketing agency that specialises in the emerging craft drinks market, won the best concept design award at the annual Society of Independent Brewers (SIBA) Business Awards.
Thirst’s award comes hot on the heels of major successes for Scottish breweries Fyne Ales, Drygate, Swannay Brewery and Harviestoun Brewery, plus Loch Lomond Brewery which won champion beer of the festival with its Southern Summit Golden Ale.
Loch Ness Brewery has been running since 2011 and has picked up a number of major awards for its beers. The redesign focuses on making full use of the world-famous natural asset on its doorstep and its infamous monster, Nessie, in a bold and contemporary way.
Thirst, which is based in the South Block arts hub in Glasgow’s Trongate area, was founded by Chris Black and Matt Burns in August of 2015. The business specialises in working with craft breweries — Chris worked for three years at Fyne Ales, and Australian Matt spent six years working as a freelance designer within the craft beer industry.
Chris said: “It’s great to receive recognition for the work we do and to be part of the huge success of Scottish businesses at this year’s awards. The scene in Scotland is truly thriving with many new breweries opening this year.”
Matt, who is creative director at Thirst, added: “Our challenge was to create a concept that harnessed Nessie, an iconic Scottish legend, in a way that appeals to all beer drinkers. No ginger hair and fluffy hats. No big scary teeth and claws.
“We have never believed in design requiring lengthy explanations in order for it be understood. We believe in design that communicates a precise message. What we have produced is an idea, based on one’s search for Nessie, and executed in it a very simple way.
“The concept is based on someone’s behaviour when visiting Loch Ness for the first time. When you’re standing at the banks of Loch Ness, you can’t help but look for Nessie. The primary idea of our concept is of Nessie emerging from the waves in a way that suggests your eyes are deceiving you.”
Stephen Crossland, managing director of Loch Ness Brewery, said: “The refreshed branding has been an overwhelming success and has already won us a number of new customers in our domestic and export markets.”
