Lawless took its inspiration from the famous Bavarian lagers, that were pure brewed to the Reinheitsgebot Beer Purity Law – however, Purity’s maverick French brewer, Flo, added his own improvements to the German recipe – this English beer is dry hopped to give it a special flavour and aroma. It was imperative that Purity’s craft lager offering was bold and made a statement in order to stand out in this highly competitive sector.

We were involved at every stage of the NPD project from concepts, recommendations on style to proposition, naming, brand identity and brand attitude – and introducing a new can format. The quirky identity was developed to mirror the challenging nature of the beer itself.

The result is a unique positioning in this already crowded market – and consumer engagement has been fantastic.