Brand strategy, visual & verbal identity, art direction, product naming, packaging.

D&AD Awards 2021, Wood Pencil, Writing for Design, Brand Voice
D&AD Awards 2021, Shortlisted, Typography, Integrated
D&AD Awards 2021, Shortlisted, Packaging Design, Rebrand

“We knew we needed more than an identity. We came to Ragged Edge because we wanted to transcend a category that had got lost in its own hype. They lived up to their changemaker reputation, pushing us way, way beyond what even we thought possible.”

Founder, ELLC


ELLC had already established themselves among bartenders. Certainly a nice position to be in. But this rebrand is designed to reach drinkers everywhere. To take the fight beyond the idiosyncratic world of craft spirits. It had to be unpretentious, unapologetic, and unabashed in its flagrant disrespect for the limits of the category. It needed two fingers of fighting spirit.

D’you want some?

We started by helping ELLC revolutionise every part of their approach. Everybody and everything associated with the brand had to ooze fighting spirit. Next we tackled the identity, stripping away the fluff and pouring in the spirit of East London. We found inspiration for our custom typeface, glyphs and labels in our distillery and local area. Then we added fluro yellow and a “smiler” icon you can’t ignore. And topped it all with a defiant tone of voice.

Cut the craft

Craft connoisseurs have been bamboozling people with crafty nonsense for too long. The core spirits packaging was a chance to make a statement: unapologetically stripped-back with the occasional premium flourish. New RTD (ready to drink) and hard seltzer ranges brazenly ignore convention in favour of shelf stand-out. Off pack, the art direction brings a candid energy to the ELLC digital presence. This brand isn’t messing about.

Decent spirits by decent people

Bold work needs a brave client. Alex and the ELLC team are the embodiment of fighting spirit.

The typeface was created in close collaboration with NaN Foundry. And all the lifestyle imagery you see here was shot by the indefatigable Charlie McKay.

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