Branding and Packaging
White Gypsy
White Gypsy Brewery began brewing for Dwan’s pub in Thurles. Since then, they have moved several times until they settled in Templemore, Tipperary, Ireland. Their traveling spirit gave them their current trading name: White Gypsy.
Case Study
The concept
Nomadism has always been part of the gypsy culture, so we based the new brand identity in traditional tools used for orientation — the Sun, the Planets and Stars, the Compass and the Northern Lights.
The new trading mark is a geometrical representation of a compass, and the brand tagline ‘Wild at heart’ comes from an ancient gypsy saying, referring to the longing for freedom and adventure.
The naming
The brewery carries two signature beers, and two seasonal beers, which were renamed to fit the new brand story:
Golden Compass, their signature beer, the golden child. A blond weissbeer with a golden color and light taste.
Wanderlust, their non alcoholic beer. The name alludes to that freedom of “drink it anywhere, anytime, and keep moving.”
Sunkissed and North Pole are the seasonal beers,— a summer Pale Ale and a Winter Stout.
The style
The style of the illustrations on the labels was also inspired by the gypsy culture. Gypsies traveled in wooden wagons called vardos, which were decorated with very intricate line paintings called “lined out”. The status of the Gypsy family could be seen by the decorations on their vardo. The more intricate the design the richer the family were. We translated this concept to the beer, creating very delicate designs to represent a high quality product.