Loughran Brand Identity

Loughran Brewing Stores is Ireland’s leading brewing ingredients supplier. We've been asked to create a new visual identity for Loughran that truly reflects and supports this long-established brand.

Loughran is a family business with a great heritage going back generations. At the same time, their long experience in the market made them an innovative and responsive supplier. The visual identity we created is inspired by their past to drive the brand forward for the future.

The logomark is a metaphor for what Loughran’s business is about – supplying brewers with best quality beer ingredients. The plant leaves represent Loughran products, natural beer ingredients. We intentionally moved away from the generic idea of portraying any particular ingredient such as a hop or a malt to make the brand more unique, proudly standing out from the crowd. The beer glass represents the brewing industry, their main target group. Strong and sturdy, combined with the sharp leaves pointing up creates a tree-like image which is a perfect representation of the stable growth of the company. ⠀
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The logotype set in Hochstadt Serif speaks for the craft, expertise, and uniqueness of the brand, showing off its personality whereas the tagline set in Futura adds more contemporary touch while perfectly balancing the logotype.⠀
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The supporting imagery, colors, shapes, and fonts tie the brand together creating a unique visual representation for Loughran.⠀

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